Measuring customer loyalty to product variants
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 different levels of loyalty. But although loyalty is a marketing buzzword, these differences in variants' loyalty do not seem to have been documented in the past, let alone explained. This paper reports findings on loyalty and its complement – switching – for functionally highly differentiated variants, and also on whether the variants show demographic segmentation. The results here are based on empirical...