An important question in the theory of consumer behavior is how time elapsed between successive purchases affects the consumer's brand loyalty. This article attacks a commonly used method for studying this effect and presents an alternative procedure. Some empirical results on the effect of time between purchase on brand loyalty for coffee are also given. The major emphasis, however, is on methodology.
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References
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GoldbergerArthur S., Econometric Theory, New York: John Wiley and Sons, Inc., 1964.
2.
KuehnAlfred A., “An Analysis of the Dynamics of Consumer Behavior and Its Implications for Marketing Management,” unpublished Ph.D. dissertation, Carnegie Institute of Technology, Pittsburgh, Pa., 1958.
