Loyalty and price elasticity. A segmentation analysis - Although the existence of a relationship between loyalty and price elasticity is commonly accepted, conflicting results have been found when empirically tested. Moreover, even if this relationship is observed, a demographic or behavioural characterisation of loyal (or low price elasticity) consumers is needed to use loyalty (price elasticity) ...
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|Authors:||Cavero, Sana ; Cebollada, Javier|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 1, p. 15-21
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