Which brand is the most vulnerable, i.e., of which brand consumers are more likely to switch to another brand?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Which brand is the most vulnerable, i.e., of which brand consumers are more likely to switch to another brand?

Brand C
Brand B
Brand A
A marketing manager of brand A investigated historical customer purchases for own and two competing
brands (brands B and C), having the following transition matrix:
Brand purchased next time
A
C
60%
15%
25%
Brand
15%
75%
10%
currently
purchased
C
20%
10%
70%
Which brand is the most vulnerable, i.e., of which brand consumers are more likely to switch to another
brand?
Transcribed Image Text:A marketing manager of brand A investigated historical customer purchases for own and two competing brands (brands B and C), having the following transition matrix: Brand purchased next time A C 60% 15% 25% Brand 15% 75% 10% currently purchased C 20% 10% 70% Which brand is the most vulnerable, i.e., of which brand consumers are more likely to switch to another brand?
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