Wharton-SMU Research Center

In-House Seminar

Guest Speaker:
Xavier DRÈZE
Assistant Professor of Marketing, The Wharton School, University of Pennsylvania

Date & Venue:
Date: 10 March 2004, Wednesday
Time: 4.00pm
Venue: Business Building, Level 2, Seminar Room 5,
Singapore Management University
469 Bukit Timah Road, Singapore 259756
(Location Map)

Topic:

A Segmentation of Store Loyalty based on Spending and Switching Strategies

About the Seminar:
We examine the validity and usefulness for customer segmentation of three measures of store loyalty that are popular among practitioners: store set size, spending in the first store, and the percentage of store switches. We propose a more complete spending measure that takes store format of the most important stores into account, and introduce a multinomial runs statistic to measure the randomness in switching patterns for stock-up and fill-in baskets. Overall we find that consumers’ store switching patterns are much more orderly than seems at first glance.

Chairperson:
André BONFRER
Assistant Professor of Marketing, School of Business, Singapore Management University

Registration:
This seminar is free. Please register early. (Admission on a first-come-first-served basis.)
For registration, please click here (Registration closes on 9 March 2004, Tuesday)

Enquiries:

Ms. Lim Lih Yeng
Email: lylim@smu.edu.sg, Tel: 6822-0197
Ms. Priscilla Cheng
Email: priscillacheng@smu.edu.sg, Tel: 6822-0383