Measuring customer loyalty to product variants

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

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...

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