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Loyalty to Product Variants – A Pilot

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Abstract:

This paper describes the first stage of a Dirichlet-based approach to analysing and understanding loyalty for SKU-based Product Variants. It has shown that the loyalty-related performance measures such as the penetration or purchase frequency of differentiated SKU-based product variants follow much the same patterns as they do for the undifferentiated brands. If this generalises to other products, locations and points in time, the finding is of conceptual as well as practical importance.

Keywords: DIRICHLET; LOYALTY; PERFORMANCE MEASURES; PRODUCT VARIANTS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/1475392041829555

Publication date: July 1, 2004

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