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

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...