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| Author: | Ehrenberg, A. S. C. Goodhardt G. J. Barwise, T. P. |
| Title: | Double jeopardy revisited |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 82-91 |
| Index terms: | SALES PURCHASING STOCHASTIC PROCESSES MODELS BRANDS BRAND CHOICE PRODUCT PREFERENCE |
| Language: | eng |
| Abstract: | In any given time period a small brand typically has fewer buyers than a large brand. In addition, its buyers tend to buy it less often. The phenomenon is called "double jeopardy" (DJ). DJ is illustrated for the average purchase frequencies of eight leading brands of instant coffee, for national daily newspapers in Britain and in the number of contracts for aviation fuel. Causes of DJ are investigated, McPhee's "exposure" explanation is offered, stochastic models and wider context of DJ are explained. Implications for the way the sales of an established brand can be increased, are provided, new brand targets, exceptions of niche brands and deviations from DJ are discussed. |
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