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Customer Portfolio Analysis among Competing Retail Store Brands

In: Brand Choice

Author

Listed:
  • Randolph J. Trappey
  • Arch G. Woodside

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.

Suggested Citation

  • Randolph J. Trappey & Arch G. Woodside, 2005. "Customer Portfolio Analysis among Competing Retail Store Brands," Palgrave Macmillan Books, in: Brand Choice, chapter 3, pages 40-64, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51420-1_3
    DOI: 10.1057/9780230514201_3
    as

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