This website uses cookies to ensure you have the best experience. Learn more

Title: The Importance Of Empirical Patterns In Consumer Behavior With Specific Focus On The Double Jeopardy Effect And The Duplication Of Purchase Law

3369 words - 14 pages

ABSTRACTIt is widely recognized that empirical research is invaluable to the study of consumptive behavior, as it provides marketing practitioners with a means to predict buyer behavior and in turn use this data to understand and positively influence consumer.(Ehrenberg, 1993) Despite this significance, many empirical studies undertaken in the field of marketing have fallen prey to 'the cult of the isolated study,' (Hubbard, 1994)(Hunter 2001), or investigations of an empirical nature that tend to focus on singular results, producing theories that are of no practical use to marketers as they can only be applied to individual circumstances (Wright, 1998). A successful way of circumventing ...view middle of the document...

Another closely related EG is that of sole loyalty, which is a generalization that encapsulates the sole loyalty principle, demonstrating that very few buyers are actually 100% loyal unless they are light buyers of the particular brand.(East, 1997) An additional EG that can be used to illustrate the benefits of empirical replication is the 'Duplication of Purchase law'. According to this principle, brands compete with customers in line with market penetration.(East 1997) All of these established EG's contradict the widely held beliefs in the area of multi-brand buying and customer loyalty. For many years it was largely accepted that smaller or niche brands possessed greater loyalty than larger brands, and that solely loyal customers were a valuable asset. (Cunningham, 1956) In response marketers focused their efforts on increasing loyalty within a brand, and directed their advertising strategies to that end. In light of the EG's in the area of multi-brand buying and customer loyalty, marketers can use these patterns to better interpret buyer behavior. Thus strategies and interventions should be focused towards increasing the brand penetration, and keeping the brand in the mind of the consumer as these actions will better foster loyalty. (Wright, 1998)When assessing the benefits of replicated empirical data in a marketing context, consideration should first be given to how EG's are cultivated, their characteristics both positive and negative and their practical use to marketing managers. Following this, several specific EG's in the narrow field of the repeat-purchase market can be evaluated, and their qualities discussed in light of the EG criteria, these including Double Jeopardy, Sole Loyalty and the Duplication of Purchase law. To provide further context these EG's can be contrasted with some of the more conventional beliefs surrounding their existence. To fully comprehend their benefit, scope should be given to their practical application and the implications for the marketing managers in their awareness of these EG's. Ultimately through this discussion, a clear consensus should emerge on the usefulness and potential of repeated observations and the positive influence they can have on a marketing manager's action.Simply defined an Empirical Generalization (EG) is 'a relationship between two or more variables that has been observed across a range of conditions'. (Uncles, 2004) EG's have their roots firmly in scientific theory and have been applied across a number of academic disciplines. (Ehrenberg, 1993) When observing an empirical pattern there are several key factors that help to determine whether or not it can be identified as an EG. Firstly a relationship must actually exist between the variables, and this must be seen to 'occur and reoccur,' thus producing a 'pattern, law or regularity' (Uncles, 2004) This relationship must also be recognized as holding under a range of conditions and this effect must also be able to be represented...

Other Essays Like Title: The Importance Of Empirical Patterns In Consumer Behavior With Specific Focus On The Double Jeopardy Effect And The Duplication Of Purchase Law

The Focus of Globalization Essay

1173 words - 5 pages € (social.chass.ncsu.edu/~wiley/Courses/598description.html) Organizations focus on globalization in its economic, political, and technological forces for the challenges and opportunities that it creates for human community and the organization. It provides the organization with multiple ways in which human activity becomes socially organized and purposeful. Citigroup Inc. is serving millions of customers in more than 100 countries. In 1812 Citicorp was

The Importance of Anthropology to Law Enforcement

528 words - 3 pages can determine with a great degree of accuracy, the ethnicity, sex, and cause of death based on an examination of skeletal remains. The forensic anthropologist can also determine the approximate time of death and the state of health at the time of death. When law enforcement officials are faced with remains which are in such an advanced state of decomposition that they cannot identify the deceased, they may solicit the services of a forensic

Focus on the Learner

1619 words - 7 pages - listening - speaking - writing You need to discuss all of the above areas, backing up your claims with a specific example/examples. For example, “X only uses the simple present when talking about the future e.g. I buy ticket tomorrow which could be confusing for people she talks to, particularly if the time marker tomorrow is not included”. Alternatively, “X reads very slowly and seems very dependent on her dictionary. She needs

Focus on the Student

1044 words - 5 pages and obvious problem with his English. Finally, on the issue of matching determiners (possessive adjectives) to the subject rather than to the object: this is only a problem in the third person singular and there do not seem to be any good resources which focus on this issue. So I believe that we simply have to teach the rule that the gender used must match the subject rather than the object. “My mother has three children. Her youngest is her

Patterns and Characteristics of the Abuser and the Abused

1133 words - 5 pages would have eye contact with the child and stay at eye level, it is important not to be intimidating to the child. It is important to know that depending on the age of the child the approach will differ. How would these patterns and characteristics help me determine the proper assessment methods, "Assessment in child protection consists of several key functions, many of which may occur continuously throughout the life of a case? Various

Policing In The Future: Focus On Terrorism

1939 words - 8 pages Policing in the Future: Focus on TerrorismThe face of policing has undergone change since the terrorist attack of September 11, 2001 better known as 9/11. Previous to 9/11 policing focused more on protecting and serving the community by responding to crime and protecting a community from future crimes. Since the 9/11 terrorist attack extreme awareness of terrorism has been a central focus for police. Police officers are the closest law

Focus on Solving the Immediate Problems of Today

517 words - 3 pages In general, I agree with the speaker's assertion that problems of today usually need more urgent focus than the problems of the future. It is true that the anticipated problems should never be ignored. However, immediate problems are more important and thus need more attention. One reason for my fundamental agreement with the speaker is that the future is based on the present. If one government does not pay enough attention to the current

Voice of the Consumer

1464 words - 6 pages customers during purchase and report mannerisms, expectations, expressions and discussions. * For both its RAGA and Fastrack lines, Titan put people who “looked” like the target consumer in key leadership roles, and spent a good deal of time trying to understand target customers in a deeper way by gaining from them these insights. Some examples where Titan leveraged consumer insights to come out with new/ improved products are as follows: 1

The Purchase Criteria of Concrete Mixing Plant

600 words - 3 pages Purchase criteria of concrete mixing batch plant are: the concrete performance label, concrete quantity and duration of the task, the construction environment and construction objects, the operation quality of personnel, preparation of choice. Henan Daswell Machinery Co., Ltd,is a professional manufacturer and trader specializing in the research, development and production of construction machinery for nearly 30 years. Our main products are

Progressive Case Study: This Memo Addresses the Pros and Cons of the Potential Acquisition of Hotels in Italy, Along with Our Recommendations for Whether We Should Moved Forward with a Purchase

2080 words - 9 pages From: Executive Team (CMO, CFO, COO, and CHCO)   This memo addresses the pros and cons of the potential acquisition of hotels in Italy, along with our recommendations for whether we should moved forward with a purchase. 1. Chief Marketing Officer (CMO) - Larry G. Morris Jr The Positives From a marketing perspective expanding into Italy will be a good opportunity for the organization, as a major player in the U.S. hotel industry already we

Class Size And Its Effect On The Academic Performance Of The Pupils In Sies And Oies

4163 words - 17 pages researchers as a response to the findings of the study and for the essence of the study as well. For teachers . . . 1. Since the results suggests that class size is not associated with academic performance of the pupils, it is recommended to focus our concern to other factors such as teaching styles. For future research . . . 2. Other teacher factors and pupils’ concerns (such as teacher’s health and classroom behavior) not incorporated in

Related Papers

The Effect Of On Line Consumer Reviews On Consumer Purchasing Intention: The Moderating Role Of Involvement

1305 words - 6 pages Citation: Do-Hyung Park, Jumin Lee, and Ingoo Han. “The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement.” International Journal of Electronic Commerce. Vol. 11, pg 125-148. Summer 2007. Abstract: Recent research has reinforced the importance of product reviews in e-commerce. Since posting and maintaining on-line reviews is quite inexpensive, most e-business sites keep them for

The Role Of Nationalism And World Mindedness On Consumer Buying Behavior Of Domestic And Foreign Products

5258 words - 22 pages by the consumer Page 3 The role of nationalism and world-mindedness on consumer buying behavior of domestic and foreign products May 2013 about European beauty product in terms of reliability and quality even if the Asian products provide the same quality with less price . The two major concepts revolved from the COO effect ,that will be the main concern in our study, are nationalism and world-mindedness. On one hand, nationalist consumers

The Impact Of Retail Atmosphere On Consumer Behavior

1094 words - 5 pages into services and service to experience, thereby it increases the economic value of the product that automatically change its pricing strategy in benefit of the seller therefore according to the study, atmospherics has the ability to affect the behavior intentions of the consumer (Hoffman & Turley, 2002). Based on the importance of interior atmosphere and its relation with customer behavioral intentions, it is hypothesized that: H1: There is

The Importance Of Class Behavior Essay

472 words - 2 pages best behavior during class time while the teacher is present. Behavior deals greatly with respect for others, for yourself, and for the teacher as well. Students are expected to be in the Science lab on time and to behave with decorum during the entire course of lecture. Students are expected to be paying attention to the teacher and not talking (to each other) or reading the book or paper. If we feel compelled to do either, we shall ask to be