Customer Portfolio Analysis among Competing Retail Store Brands

Randolph J. Trappey and Arch G. Woodside

Chapter 3 in Brand Choice, 2005, pp 40-64 from Palgrave Macmillan

Abstract: Abstract Customer portfolio analysis (CPA) may be useful for improving retailers’ attempts to successfully position their stores in the minds of consumers. A customer portfolio for a store includes new-primary, loyal-primary, and defector (formerly primary) customers, as well as occasional customers who shop primarily at competing stores. Customers’ attitude-accessibility with respect to first-linking a given store with evaluative attributes may offer useful information about the reasons for the shopping behaviour of customers in a store’s customer portfolio.

Keywords: Food Price; Store Attribute; Brand Attitude; Customer Lifetime Valuation; Brand Choice (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51420-1_3

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DOI: 10.1057/9780230514201_3

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