IS BRAND LOYALTY A CRITERION FOR MARKET SEGMENTATION: DISCRIMINANT ANALYSIS

Is it possible to use brand loyalty for market segmentation? The answer rests solely on whether the researcher can identify the group of loyal buyers among the product users. This study investigates the usefulness of external information obtained from a set of independent variables in order to discriminate between loyal and disloyal groups. The independent variables of the study measure a consumer's shopping patterns, general characteristics of the product usage, and the element of price in purchase decision.