Purpose – This paper aims to propose a finite‐mixture brand‐choice model, which relaxes the common dichotomous assumption in market segmentation based on consumer loyalty. The model can be used to estimate the optimal number of consumer segments and capture both across‐ and...

Recently, marketers realize that in order to maximize company profitability in the market for frequently purchased packaged goods, there should be a balanced use of both acquisition programs in targeting competitors' consumers as well as retention programs in maintaining current retained...

Identifying and targeting the right types of consumers has always been an important task to marketing practitioners. To this end, Columbo and Morrison (1989) introduce the hard-core loyal/potential switcher (HCL/PS) approach to account for consumer heterogeneity and investigate purchasing...

Purpose: Would a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the same effect? This paper aims to examine the role of these labeling strategies in influencing consumer willing to...