Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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by functional attributes, quality attributes or simply by price. Attitudinal loyalty measures will help brand mangers 
understand (1) why and for what reasons, customers purchase their brands as well as those of their competitors, and 
(2) what are the strengths and vulnerabilities of their brands. These insights will help them to plan their marketing 
programs more effectively (Bandyopadhyay and Martell, 2007). A manager finds that the majority of their 
customers have a low quality perception about their brands, they may consider several remedial strategies such as 
wrapping the product in plastic, printing a certificate from an authentic testing agency, and offering extended 
product warranty. If the customers are price-driven, they may offer price discounts such as coupons and volume 
discounts, ex. “buy one get the second one at half price” deal and large-pack discounts (Baek et al., 2006). This 
marketing strategy is suitable for students.