Building alternative models of brand inertia

Abstract

Most of the models of brand inertia assume consumers to be one of the extremes: inertial or switchers. We propose to investigate the possibility of a fluid model of consumer inertia, where each consumer based on his type would have his own degree of inertia towards the brand. Given the variable propensity to switch, a firm may have to differentiate their strategy of exerting effort through the marketing mix variables.