Authors: Begona Alvarez Alvarez, Rodolfo Vazquez Casielles
Addresses: Commercialization e Investigation de Mercados, Facultad de Ciencias Economicas y Empresariales, Universidad de Oviedo, Avda. del Cristo s/n, 33071 Oviedo, Asturias, Espana. ' Commercialization e Investigation de Mercados, Facultad de Ciencias Economicas y Empresariales, Universidad de Oviedo, Avda. del Cristo s/n, 33071 Oviedo, Asturias, Espana
Abstract: This study discusses the process of brand choice and the variables taking part in it. Segmentation is carried out according to the customers| loyalty. A panel consisting of 4000 households nationwide is used. The first part of the study explains how the reference prices are built. Then, it shows the effect that the comparison between prices and reference prices (losses or gains) has on brand choice. Finally, it analyses how the response before the previous variables varies based on the loyalty of the households. The issues covered in this paper are meaningful and important because the results can help with the formulation of strategies.
Keywords: brand choice; reference price; gains; losses; customer loyalty; consumer loyalty.
International Journal of Entrepreneurship and Small Business, 2006 Vol.3 No.3/4, pp.287 - 309
Published online: 15 Mar 2006 *Full-text access for editors Access for subscribers Purchase this article Comment on this article