Abstract
Do heavy buyers of a grocery product have different economic characteristics than light buyers? Are private-brand-prone customers really different? Are customers who exhibit a high degree of brand loyalty in a product category different than those exhibiting less loyalty? In what way are the characteristics of customers who tend to purchase a product at a low cost per unit different from those who pay higher prices?
The author reports the results of five studies, each focused on one of the above questions. The studies provide some interesting insights into the usefulness of household purchasing characteristics as bases for market segmentation.
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