We used the ID-POS data to analyze consumers' brand loyalty to milk.
We picked up 4 brands,A,B,C,D. We also picked up 1,609 consumers, who had
bought the same brand more than 24 times in two years, and analyzed their
brand switching behavior.
Results are as follows; (1) the rank order of brand loyalty is A, D, C, and
B. (2) Switched brand depends on consumers' main brand. Heavy users of A
tend to choose B, B users tend to choose A, C users tend to choose A and B,
D users do not conflict with 3 brands, tend to choose other brand.