search query: @indexterm Marketing research / total: 648
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| Author: | Jarvis, W. Rungie, C. Lockshin, L. |
| Title: | The polarisation method for merging data files and analysing loyalty to product attributes, prices and brands in revealed preference |
| Journal: | International Journal of Market Research
2007 : VOL. 49: 4, p.489-513 |
| Index terms: | consumers preferences market surveys marketing research customers brand loyalty |
| Language: | eng |
| Abstract: | Revealed preference data method is not widely used in describing consumer purchasing beyond the typical statistics reported by the large panel data providers. These statistics are usually related to the brand only and not to other important non-brand attributes. This paper shows how the customer, product and transaction files in one category (wine) are integrated so that a loyalty model can be applied to several product attributes, including prices and brands. The results show that in this category attributes other than the proprietary brand name are driving loyalty. Moreover, the results show which specific attribute levels (within an attribute) have higher and lower loyalty. The paper proposes a rethink in how brands are managed and communicated to consumers in order to optimise performance. |
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