Systems Research and Behavioral Science · 1978 · 16 citations · 0 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorMarketing StrategyBrand EquityBrand LoyaltyConsumer Demand AnalysisConsumer LoyaltyConsumer TheoryCustomer LoyaltyConsumer Behavior AnalysisConsumer Response To Price ChangesMarket EnvironmentPrice Response ModelingPrice Sensitivity MeasurementPrice Sensitivity Modeling
A cusp model of consumer behavior was developed to describe the effects of both price and price sensitivity on brand loyalty. The qualitative model was instrumental in planning a strategy for a changing market environment characterized by inflation and decreasing price sensitivity.