Has the price change impacted consumer loyalty? The importance of price gaps on consumer retention in the cola market

Vojtech Spácil

This paper describes the consumer behaviour in the cola market. The consumer’s reaction to price changes was the goal of the research study.

Has the Price Change Impacted Consumer Loyalty?

The Importance of Price Gaps on Consumer Retention in the Cola Market

Vojtěch SpáčilTechnical University Ostrava, Czech Republic

INTRODUCTION

Customer satisfaction is not a self-centered company goal, but is rather a tool for building the strategic position in the competitive environment. An isolated effort to reach satisfaction without impacting the marketing and economic results of company would not have been justified. Marketers should strive to project a higher level of satisfaction to increasing repeated purchases of products or more frequent demand of services. It is clear that this intention will be supported...

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