Two Patterns Of Customer Loyalty And Brand Performance Marketing Essay


This essay would discourse the two forms of client trueness and trade name public presentation. There are Double Jeopardy ( DJ ) and Duplication of purchase jurisprudence ( DoPL ) . In DJ, it will be discussed about trueness and incursion which besides connected with market portion and purchase frequence. The graphs are given to demo the differences in mensurating DJ in trueness and incursion by looking at the market portion and purchase frequence of large trade names and little trade names. On the other manus, in DoPL, it will be discussed about how trade name compete each other by sharing their clients. The graph is given to demo how large trade names portion their clients to little trade names, frailty versa. Furthermore, there is divergence of Double Jeopardy in trade name growing where niche markets are applied by large companies. Therefore, sellers should non anticipate an attitudinal trueness of purchasers in their trade name. Necessarily, they should anticipate purchasers to buy from other viing trade names. Other is divergence of purchase jurisprudence which called divider. In which, there are cleavage made by trade names to carry through clients ‘ demands. The ground is for the sellers to plan the market construction to vie wider to other trade names without specifically compete merely with trade names in the same line of trade name size.

Introduction of Double Jeopardy ( DJ ) and duplicate of purchase jurisprudence ( DoPL )

In general, as mentioned by McDowell and Dick ( 2005, p. 1 ) , Double Jeopardy consequence is where “ trade names gaining little market portions pull fewer clients but besides experience less client trueness than more popular trade names. From this definition, we can state that taking trade name have a good opportunity in the market because they have high purchase frequence rate every bit good as a big figure of purchasers. It means that large trade name will hold low loyal rate compared to little trade name due to rare of heavy purchasers in the market. However, light purchasers are the highest or bulk proportion of market that buy taking trade names ‘ merchandise and it could be linked to heavy-half rule. Therefore, little trade names suffer in two ways that low figure of consumers and low purchase frequence rate. Another form is the duplicate of purchase jurisprudence ( DoPL ) where it is about trade names who portion their clients to other trade names. It is supported by Lomax, Hammond, East & A ; Clamente ( 1996, p. 4 ) that purchasers ‘ behavior of purchase is random. It means there are many trade names in purchasers ‘ purchase frequence with the same line of class for a period of clip. Furthermore, the jurisprudence is large trade name portion more clients to bigger trade names and portion less client to smaller trade names. However, there is divergence for duplicate of purchase jurisprudence that refers to partitioning which the jurisprudence is contrast to DoPL.

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Double Jeopardy ( DJ ) – Loyalty and Penetration

Before many possible directors are turning in the universe, there are merely few trade names in the market. It means trueness towards a trade name is high compared to presents. Presently, people are sharing their trueness to another trade name although there are some trade names that holding high trueness from heavy purchasers. Brand Loyalty is “ by and large entails a strong committedness to a peculiar trade name on the portion of the consumer “ ( Bandyopadhyay, Gupta & A ; Dube 2005, p.415 ) .It means how consumers are loyal with a trade name in the market. Penetration is “ proportion of users in the clip period ” ( Wright 2002, p.313 ) . Another writer said that incursion is “ the per centum of available shoppers who purchase your trade name at least one time in a given period of observation ” ( Habel & A ; Rungie 2005, p.1 ) . It means as directors, they could cognize how many purchasers buy their merchandises for a period of clip. There are two classs of purchasers in the market, such as light purchasers and heavy purchasers, that will be stipulated the gross revenues of merchandises. Therefore it comes out a heavy-half rule says that 50 % of gross revenues for a trade names come from 20 % of heavy purchasers and another 50 % of gross revenues come from 80 % of light users. By utilizing this rule, trade name directors would cognize which type of purchasers that has a high influence for their bulk gross revenues of their trade name. Therefore, trade name growing would hold got to make with the increasing in incursion and gross revenues instead than the increasing in the consumers ‘ trueness.

Table III ( 1 and 2 ) shows the database of an instant java in USA that is could be linked with the dual hazard theory in this instance. It means the tabular array besides prove that little trade name suffer in two ways as in few people who bought the merchandises and little purchase frequence. As we can look at the tabular array, we could see Brim as a little trade name has low market portion, consumers and purchase frequence rate comparison to Maxwell House and it is below than norm. From this tabular array, it is shown that the mean purchase frequence is 9.5 and although Maxwell House as the biggest trade name in the market, their purchase frequence rate is merely 3.6. “ this means that the mean buyer of the taking trade name purchases other trade names about twice every bit frequently as they purchase the taking trade name itself during the twelvemonth ” ( Wright, Sharp & A ; Sharp 1998, p. 468 ) . However, if we compare Maxim trade name as the smallest trade name and comparison with High Point as the one of taking trade name based on purchase frequence, High Point has smaller purchase frequence rate comparison to Maxim. It means although Maxim is a little trade name in the market but the purchase frequence of exclusive purchasers is higher than norm and some taking trade names.

By looking at the tabular array, there is no 100 per centum loyal of consumer towards any trade name and over a twelvemonth the highest trueness rate is 20 % for a prima trade name. Leading trade name has high exclusive purchasers because of the attraction of the trade name compared to little trade name. Wright, Sharp & A ; Sharp ( 1998, p. 470 ) said in their diary that “ exclusive purchasers are besides comparatively light purchasers. ” It means the dual hazard form occur in footings of the type of buyers- heavy purchaser and light purchaser. In this instance, large trade names will hold more light purchasers because trueness is non every bit of import as incursion for them. However, for little trade names, most of their purchasers are heavy purchasers due to low market portion ( illustration is Brim and Maxim trade names ) .

Harmonizing to table III ( 3 ) , there are high correlativity among market portion, trueness and incursion. This tabular array is demoing the difference alterations for incursion and trueness toward alteration in market portion. By comparing incursion and trueness, the alterations in incursion with market portion is higher than the alterations in trueness with market portion. It means incursion could give an influence for market portion of a trade name instead than trueness. In the other custodies, when we look at the correlativity of alteration in incursion with alteration in portion for all type of trade names, there is a little difference between them, where for high-share trade names are 0.87, for mid-share trade names are 0.80 and for low-share trade names are 0.87.Nevertheless, when we look at the correlativity of alterations in trueness with alterations in portion for all type of trade names, there is a big spread or difference from high-share trade names to low-share trade names. The last but non least the correlativity between alterations in incursion and alteration in trueness is 0.44 agencies incursion is higher than trueness that could impact to the trade name growing.

In decision, incursion is more of import than trueness due to the depression of heavy purchasers in the market. Most of purchasers are light purchasers that could turn a trade name become large that could be seen from the tabular array. Harmonizing to Baldinger, Blair & A ; Echambadi ( 2002, p. 14 ) , they said that “ for directors who wish to turn market portion over clip, the first jussive mood is to increase incursion, irrespective of whether the trade name is large or little, but an about equal jussive mood is to construct client trueness. ”

Duplicate of Purchase Law ( DoPL ) – trade name public presentation

By looking at the definition of purchase jurisprudence above, it can be seen that trade names would ever vie each other through sharing their clients. This is happened because there are really rare of 100 % loyal clients for a trade name which is autumn into the class of heavy purchasers, whereas clients who are ever exchanging trade names in the same class would fall into the class of light purchaser. It means, there are many trade names lists in their head in the same class which will do them exchange trade names more frequently and it is called repertory market ( Dawes 2008, p. 203 ) .

By and large, sellers are believed that most of the clients ‘ head set would be influenced by the selling scheme like advertisement, monetary value and trueness plan. Supported by Hoeffler & A ; Keller ( 2003 cited In McDowell and Dick, 2005 ) “ A incentive for trade name purchase is trade name consciousness, salience in their selling and advertisement ” . Therefore, most of the sellers ever try to publicize more, give publicity and price reduction and increase trueness plans to derive loyal clients and to do them buy the trade name.

However, as it is mentioned above that there are no entirely loyal clients ; in fact, trade names in the same class derive their gross from clients who are besides purchase other trade names. It means, sellers should non believe about how to derive loyal clients, yet how to derive high saliency to reenforce the trade name in their head. The ground for this is to diminish their disbursals in their trueness plan as it is dearly-won and the fact that there is really rare of attitudinal trueness. For illustration, a trade name who gives their clients points that can be accumulated to wagess is non traveling to take for a long period of clip. The ground is that clients would merely travel for that trade name because of the accrued points and non because of the trade name name and loyal behavior. As it is suggested by Kivetz ( 2005 cited in Liu 2007, p. 21 ) that “ this type of plan may arouse reactance from consumers and cut down their intrinsic motive to prosecute in the original purchase activities ” .

To derive high saliency in clients ‘ point of position, sellers should make more incursion to derive high market portion and clients from other rivals. As supported by Sharp and Sharp ( 1977, p. 477 ) that incursion and market portion is the chief consequence on duplicate of purchase.

Harmonizing to table IV ( 1 ) duplicate of purchase jurisprudence can be seen where there is a worsening figure of trade name size from right to go forth. In which, West End is taking this market with the highest trade name duplicate and incursion, whereas, Crown gain the least client portion because it is the smallest trade name. Besides, to turn out the duplicate of purchase, it can be seen that bigger trade names portion their clients more to the large trade names and portion less clients to little trade name. Furthermore, incursion besides takes topographic point where large trade name like West End get more clients and because of that, it can derive higher market portion. Conversely, little trade names would ever derive lower than the large trade names. As it is supported by Ehrenberg, Unclesan & A ; Goodhardt ( 2004, p.1310 ) that brands ‘ incursion is comparative with the degree of exchanging.

From the account and prove of the tabular array of duplicate of purchase jurisprudence, it can be concluded that sellers should hold to make more incursion instead than increase purchase frequence by trueness plan. As it is mentioned above that trueness plan is non truly utile as it is dearly-won that can merely be applied in peculiar class and besides non for a long period of clip. Therefore, sellers should increase trade name saliency where clients would reenforce the trade name and set it into the purchase set in head. As the consequence of duplicate of purchase jurisprudence, trade names are combating each other and portion clients where bigger trade names will derive high market portion and little trade names would hold to fight more in the market.

Deviation of Double Jeopardy

Double Jeopardy phenomenon is “ little trade names suffer twice ; fewer people support them, and those that do both like them less and are less loyal ” ( McPhee 1963 cited Wright, Sharp A & A ; Sharp B 1998, p. 465 ) . This theory is utile to distinguish the consumers ‘ penchant between large and little trade names. Nowadays, people are more believed towards large trade names, which would give them good quality merchandises that represent in the monetary value. Although the monetary value of large trade names ‘ merchandises may be more expensive than little trade names ‘ merchandises but they would non mind it every bit long as they satisfy with the trade names ( Baltas 1997 cited Gbadamosi 2009, p.1080 ) .

Actually, trade names is turning because after consumers feel satisfy with the merchandises, they will urge all people that they know. It means the impact of word-of-mouth is immense for a successful trade name. Word-of-mouth is “ acquiring sentiment leaders to distribute “ good words ” about the company in the marketplace-needs to be extended ” ( Haywood 1989, p. 56 ) .

Most of people could non be loyal to a trade name because of the spread of information, which are issued by people in the market, makes them to buy the merchandise ( Procter & A ; Richards 2002, p.8 ) . It means purchasers have accustomed behaviour that makes them to portion their trueness to other rivals ‘ trade names. The purchasers who have that behaviour could be said that they are a repertory market. Repertoire market is “ these [ market ] have few entirely loyal purchasers as most purchasers allocate their class demands across several trade names in a steady manner “ ( Sharp, Malcolm & A ; Goodhardt 2002 ) . In fact, these purchasers are light purchasers that have high proportion in the market towards a trade name.

In world, large trade names could gain high net income because the scheme that they use based on the monetary value or quality of the merchandise and more light purchasers purchase their merchandises. However, most of little trade names are utilizing niche selling scheme to vie with large trade names. It is because the directors think that if they could fulfill the demands of niche market, their trade name could turn up. Niche market is defined as “ a little market that is non served by viing merchandises ” ( Dalgic & A ; Leeuw 1994, p. 40 ) . For illustration last clip Body Shop is one of company who is a niche trade name ( Dowling & A ; Uncles 1997, p.8 ) . To do it is clear, niche selling scheme is “ the splitting of traditional markets into smaller sections and so inventing separate selling plans for each of these smaller sections, or niches ” ( Parrish, Cassill & A ; Oxenham 2006, p.697 ) . In the other manus, there are some large and successful trade names in the market that are utilizing niche selling scheme to turn their trade name. For illustration Ford ‘s Jaguar which creates a athletics auto for high category consumers that need good quality public presentation ( Bandyopadhyay, Gupta & A ; Dube 2005, p.420 ) .

Although there are no 100 % loyal consumers in the market ( mentions ) that merely purchase one trade name for all of his or her merchandises but there are some alone consumers that need a trade name to fulfill their demands. Therefore, we can non judge the trade names based on the measure of consumers who like the merchandises but we could see that without big measure of consumers, a trade name could turn in the market.

Deviation of Purchase Law

Necessarily, partitioning should non be applied to turn out duplicate of purchase jurisprudence. However, sometimes, because of the differences in clients ‘ demands and wants, there is divergence. This divergence of purchase jurisprudence is viz. as partitioning which occurred when “ several trade names portion clients to a greater or lesser extent than what would be expected given the market portion of the trade names ” ( Dawes and Romaniuk 2005, p. 57 ) . The ground that divider is formed is because of the major functional differences or similarities between trade names ( Sharp and Sharp 1997, p. 477 ) . Therefore, as the empirical grounds provinces that this divider is really could increase the cognition and apprehension over the market construction in clients ‘ point of position, particularly in relation to monetary value as an internal facet which consequences to a higher expected duplicate.

It is undeniable that monetary value is the most sensitive instance for most of the clients behaviour in purchase state of affairs. Therefore, there is cleavage for monetary value based such as life style, income and demand based. This divider in trade name competition is called “ neighborhood monetary value consequence ” which is stated in the empirical grounds by Sethuraman et Al. ( 1999 ) that trade names will vie with each other trade names with a similar monetary value set and non far distant in monetary value ( cited in Dawes and Romaniuk 2005, p. 58 ) . As it is proved in the exampled by Romaniuk and Dawes ( 2005 ) that purchasers would probably to buy different bottle vinos at the low-cost scope of monetary value instead than take the high degree of monetary value in a period of clip. It can besides be an rating of quality in which purchasers would buy outside the scope of monetary value due to different juncture. Other illustration besides raised by Haley ( 1968, p. 31 ) that heavy java drinkers who drink at the concatenation shop, would believe that the gustatory sensation for all java are fundamentally the same. Therefore, purchase a comparatively cheap trade name is their esthesia. On the other manus, heavy java drinkers who drink at the premium shop would experience that adding for more vaulting horses would fulfill their demands.

Therefore, it is evident that monetary value set is cognition for the sellers to plan market construction in partitioning where it is connected to their income, life style and demand based.


Table III ( 1 ) USA instant java ( one twelvemonth )

*Where B is the per centum of consumers and tungsten is the purchase frequence rate.

( Wright, Sharp & A ; Sharp 1998, p. 467 )

Table III ( 2 )


( Baldinger, Blair & A ; Echambadi 2002, p. 10 )

Table III ( 3 )

( Baldinger, Blair & A ; Echambadi 2002, p. 11 )

Table IV ( 1 )

( Dawes 2008, p. 205 )



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