Fill out the Table 2 covers most of the concepts and research required for an informed and intelligent attempt at this task. The table is provided in Word format online. You can write as much in the table as you like.

In column one you should carefully consider the anatomy of repeat purchase and behavioural loyalty. For example, what will constitute a high rate of repeat purchase? How likely is sole brand loyalty? What is a likely average repertoire size for that market in a given time period? How likely is variety seeking or situational switching? You should also define the period that you are considering (e.g. a month, a year, a lifetime…). In column two you need to think about what underpins the behavioural manifestation of loyalty. What are the likely causes and what factors will tend to sustain the behaviour over time? Why might they remain speciously or compositely loyal? In column three you must now think about the interventions that a analytics driven marketer might employ in order to encourage the consumer to remain loyal whilst in column four you need to think about how a rival provider might encourage switching. This cuts to the heart of marketing – retention and capture of customers. 

Table 2: Loyalty, antecedents and interventions - Seminar 1- Assignment Part 1 Elements and actions Contexte High purchase frequency product/market Low purchase frequency product/market Behavioural Manifestatione Antecedents@ Maintenance actions in analytics driven marketing@ P Switching actions in analytics driven marketing 12 62