Measuring customer loyalty to product variants

Jaywant Singh, Andrew Ehrenberg and Gerald Goodhardt

This paper measures patterns of loyalty for variants of a product, such as different pack sizes or flavour.

Jaywant SinghKingston University

Andrew Ehrenberg and Gerald GoodhardtLondon South Bank University

INTRODUCTION

Variants of a product, i.e. its various flavours, forms or pack sizes, attract rather...

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