Foundations Of Senior Management

Marketing
Customer behaviour

Usage and Loyalty

Philip Kotler

usage status

  • non-users
     
  • ex-users
     
  • potential users
     
  • first time users
     
  • regular users
     

usage rate

  • 80:20
     
  • heavy
     
  • medium
     
  • light
     

Loyalty

  • hard core loyals
    Buy brand all the time
     
  • soft core loyals
    Loyal to two or three brands
     
  • shifting loyals
    Moving from one brand to another
     
  • switchers
    No loyalty.
    Deal prone - looking for bargains
    Vanity prone - looking for something different
     

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