The aim of this thesis is to develop a greater understanding of consumers' brand repertoires. This research is part of the brand choice literature, which involves the analysis of all parts of the brand choice process. While there is clearly a need for research on the size of consumers' repertoites, little research has been conducted on this topic to date. This thesis provides much needed descriptive knowledge in relation to repertoire size, as well as providing information about the potential influence of a selection of consumer characteristics on this measure. / Repertoire size is defined as the number of brands a consumer purchases over a specified period of time. It is not only seen as a measure of loyalty (the smaller the repertoire, the higher the loyalty), but also a measure of competitiveness in a market (the bigger the repertoire, the greater the competition). Although these areas are of considerable interest to marketing managers and researchers alike, this measure has rarely been emphasised in previous research (Colombo and Jiang 2002). / Thesis (BA(Hons)IndustrialandAppliedMaths)--University of South Australia, 2008.
| Identifer | oai:union.ndltd.org:ADTP/266997 |
| Creators | Banelis, Melissa. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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