Competition related segmentation, Marketing Management

Competition related segmentation:

Hard core loyal: Hard core loyal are those customers who continue to buy the same brand over and over again. Newspaper readers, cigarette smokers and the tea drinkers are some customer groups where such hard core loyalties are commonly visible.

Soft core loyal: soft core loyal are those who are loyal to two or three brands in a product group are called soft core loyal. For example, a housewife who buys lux, lux, lux, cinthol, and pears, pears, lux in her nine shopping expeditions will be considered as a soft core loyal. The marketer needs to watch such customers and motivate them to shift to the hard core loyalty segment.

Switches: switches are those customers who never stick to a brand. These are the customers for whom brand switching is as easy as changing a shirt. They may switch for a variety or for a special deal.

Posted Date: 9/19/2012 4:17:09 AM | Location : United States







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