Scenario 2: Brand Switching Matrix BRAND PURCHASED IN PERIOD 2 Brand A Brand B B
ID: 419617 • Letter: S
Question
Scenario 2: Brand Switching Matrix
BRAND PURCHASED IN PERIOD 2
Brand A
Brand B
Brand C
Brand
Brand A
100
50
50
200
purchased
Brand B
25
100
175
300
in period 1
Brand C
75
150
275
500
200
300
500
1000
Given Scenario 2, in terms of absolute number of customers, Brand _______ has the most loyal consumers.
A.Brand A
B.Brand B
C.Brand C
Scenario 2: Brand Switching Matrix
BRAND PURCHASED IN PERIOD 2
Brand A
Brand B
Brand C
Brand
Brand A
100
50
50
200
purchased
Brand B
25
100
175
300
in period 1
Brand C
75
150
275
500
200
300
500
1000
Given Scenario 2, which of the following statements is true?
A.There are 150 consumers switched from Brand C in period 1 to Brand B in period 2.
B.Brand B has 300 loyal consumers
C.50 Brand B users in period 1 switched to Brand A in period 2.
D.Brand C is only losing consumers to other competitors, but does not have anyone switched back.
BRAND PURCHASED IN PERIOD 2
Explanation / Answer
Customers who have purchased the same brand in both the periods are said to be loyal to that customer.
Number of loyal customer for each brand are
Brand A --> 100
Brand B --> 100
Brand C --> 275
>> In terms of absolute number of customers, Brand C has the most number of loyal customers
The following statements are true
A.There are 150 consumers switched from Brand C in period 1 to Brand B in period 2.
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