Are heavy buyers more loyal to product attributes?
Frequency of consumption has always been an important criterion for characterising and segmenting buyers. The aim of this paper is to provide a deeper understanding of the repertoire and loyalty structures between heavy and light wine buyers. Based on a study conducted with stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. The polarisation index f (phi) is used as a measure to model loyalty. Results show that light buyers have a wider repertoire than heavy buyers, buying more small brands. In terms of loyalty, heavy buyers are more loyalty prone than light buyers, both as regards the brand name and the wine attributes examined in this study.
Brand Loyalty; Polarisation; Heavy Buyers; Light Buyers; Wine; MAPP
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39th EMAC Conference: The Six Senses - The Essentials of Marketing, 2010