The Erosion of Repeat-Purchase Loyalty

A large-scale longitudinal analysis is used to study the repeat-purchase rates of brand buyers in stationary markets. The data cover the leading brands in a number of frequently purchased grocery categories in three countries. Ws find that, in the medium term, there is a systematic but limited loss...

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Bibliographic Details
Published in:Marketing letters 1996-03, Vol.7 (2), p.163-171
Main Authors: East, Robert, Hammond, Kathy
Format: Article
Language:English
Subjects:
Brand loyalty
Brands
Business orders
Coffee tables
Consumer advertising
Consumer behaviour
Consumption patterns
Datasets
Detergents
Market concentration
Marketing
Toothpaste
Trademarks
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