The evolution of Repeat Purchase Behavior

John Dawes (), Lars Meyer-Waarden () and Carl Driesener
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Lars Meyer-Waarden: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research examines long-term loyalty change in eight FMCG categories over time periods between six to thirteen years. The study uses the Dirichlet S category switching parameter as the loyalty indicator. The findings provide mixed evidence. Only in three out of eight categories loyalty is declining (S is trending upward) whereas in five categories loyalty is staying stable. Loyalty decline appears to be product category-specific, rather than a universal phenomenon

Keywords: "Evolution brand loyalty"; "repeat-purchase"; "consumer panel"; "Dirichlet model"; Evolution brand loyalty; repeat-purchase; consumer panel; Dirichlet model; "Evolution fidélité à la marque"; "achats répétés"; "panel consommateur"; "modèle Dirichlet" (search for similar items in EconPapers)
Date: 2011-05-18
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Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgium. pp.12076

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00739468

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