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Dynamics of Repeat-Buying for Packaged Food Products

In: The Behavioral Economics of Brand Choice

Author

Listed:
  • Jorge M. Oliveira-Castro
  • Diogo C. S. Ferreira
  • Gordon R. Foxall
  • Teresa C. Schrezenmaier

Abstract

Knowledge of consumers’ patterns of brand choice is crucial to well-grounded managerial decisions. From the point of view of brand manufacturers, the success of positioning strategies involving pricing, promotions and innovations, is more probable when they are based on information about which brands consumers buy, how often they buy them, and how loyal they are to them. Such information is also relevant to retailers, when they make decisions about brand assortment, type and frequency of promotion, and stock replacement. There is no doubt that the marketing strategies of many effective manufacturers and distributors are already based firmly on information of this kind. The aim of this chapter is to show how knowledge of the dynamics of consumers’ brand choice behavior, and therefore marketing responses, may be further improved.

Suggested Citation

  • Jorge M. Oliveira-Castro & Diogo C. S. Ferreira & Gordon R. Foxall & Teresa C. Schrezenmaier, 2007. "Dynamics of Repeat-Buying for Packaged Food Products," Palgrave Macmillan Books, in: The Behavioral Economics of Brand Choice, chapter 8, pages 198-222, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59673-3_8
    DOI: 10.1057/9780230596733_8
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