I. I used those criteria below to rank from the least loyal to the most loyal:
- Share of usage
- Positive word of mouth
- Purchase other products related to brand
- Less sensitivity to price
- Purchase more frequently with larger purchase volume
- Multiple bran loyalties
- Change loyalty status overtime
7. Wendy:
- As a manager, she was less sensitive to price
- High sequences of purchases (80%)
- Positive words of mouth among her friends
- Highly satisfaction
- Have a collection of mugs and stuff related to Dunkin Donut's brand
- Long term relationship with the brand and don't want to change forever
6. Pamela:
- Highly satisfy with quality and mail delivering service of Gevalia.
- High sequences of purchases (90%)
- She had strong positive words of mouth with her friends.
- She purchased other products that are not coffee of Gevalia.
- However, within 15 years of drink coffee, she has changed many different brands.
- And Gevalia is not the only one brand of her. She would go for another brand for a quick coffee.
- Her consumption was decreased from 10 cups per day to 2 cups per day.
5. Sara:
- She considered the brand as a status of high-end class, so Brand is really important to maintain her self-respect in the face of social challenges.
- Positive words of mouth among her big community of friends
- Sequences of purchases is 70%
- However, she had multiple brand loyalty and might change her brand anytime according to her environment changed.
4. Charles:
- Sesitivity to price
- Very high sequences of purchases (100%)
- no words of mouth for the brand
- Change loyalty status overtime
- Doesn't care about brand