chapter  9
Is loyalty driving growth for the brand in front? A two-purchase analysis of car category dynamics in Thailand
Pages 13

Analysis of two consecutive purchase records, easily collected from a simple survey, has

been shown to reveal many of the well-known brand buying patterns found in consumer

panel data (Bennett, 2003a, 2008; Bennett, Ehrenberg, & Goodhardt, 2000). The

technique, although still relatively new, is useful in markets where full datasets are hard to

come by, or where a diagnostic test is required quickly. In this paper we extend the

technique from frequently purchased stable categories to two conditions suggested in

Bennett et al. (2000), an infrequently bought item in a dynamic market context.