Loyalty and price elasticity. A segmentation analysis
Article Abstract:
The link between loyalty and consumer price elasticity is analyzed using Spanish laundry detergent data. Consumers were segmented according to degree of loyalty, and the price elasticity of loyal and non-loyal consumers were estimated. Leader brands had more loyal consumers and the degree of loyalty is higher. Non-loyal consumers may be more innovative therefore new products and brands can acquire them more easily.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1999
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Laddering
Article Abstract:
The importance of laddering, a data assembly and analysis technique, to the determination of subjective values linked to products, brands or packaging, is demonstrated. An explanation of the laddering technique is provided and the way its results can be used extensively from the point of view of product and brand positioning and the way in which that positioning is communicated.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1997
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Customer satisfaction in the distribution line Argentine experiences
Article Abstract:
The benefits of the CSM Customer Satisfaction Measurement Model aimed at studying satisfaction, understood as value perception, from a customer point of view, are discussed. The study particularly looks at the CSM model in the household electrical appliance distribution line, and its contribution to total quality management programs.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1997
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