A study of market structure: Brand loyalty and brand switching behaviours for durable household appliances

Chinho Lin, Wann Yih Wu, Zhi Feng Wang

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

The main purpose of this paper is to provide an approach for analysing market structure in terms of brand loyalty and brand switching behaviours for the purchase of durable household appliances. A three-choice model provided by McCarthy et al. (1992) is implemented as the main technique in our approach. First, we segment the market by measuring the proportion of brand loyal customers and brand switchers using this three-choice model. Then we employ factor analysis and ANOVA in order to identify the key factors affecting brand loyalty and to understand whether or not differences exist among the factors deemed important by heterogeneous customer segments. Through the application of empirical data, collected on the refrigerator market data in Taiwan, it can be seen that it is helpful to understand the structure and brand switching behaviours of a specific product line.

Original languageEnglish
Pages (from-to)277-300
Number of pages24
JournalInternational Journal of Market Research
Volume42
Issue number3
Publication statusPublished - 2000 Jun 1

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'A study of market structure: Brand loyalty and brand switching behaviours for durable household appliances'. Together they form a unique fingerprint.

  • Cite this