Empirical evidence of repertoire size

Melissa Banelis, Erica Riebe and Campbell M. Rungie

Australasian marketing journal, 2013, vol. 21, issue 1, 59-65

Abstract: Empirical research over several decades has demonstrated that the average buyer in a repeat-purchase category purchases a repertoire of brands. While the commonality of this behaviour and its implications for managers are widely cited, little is known about the characteristics of a typical repertoire, and the market factors that may influence the make-up of the repertoire. Such knowledge would be a useful precursor to the implementation of marketing efforts for brands in such categories.

Keywords: Repertoire size; Loyalty; Competition; Buyer behaviour (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:1:p:59-65

DOI: 10.1016/j.ausmj.2012.11.001

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