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Figure 1 Aggregate Brand-Switching (Transition) Matrix

Brand purchased at time t+1. A B C D. 200 125 125 50 5 00. A B C D. 148 26 20 6. Brand purchased at time t. 22 41 53 9.

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Figure 1 Aggregate Brand-Switching (Transition) Matrix

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  1. Brand purchased at time t+1 A B C D 200 125 125 50 500 A B C D 148 26 20 6 Brand purchased at time t 22 41 53 9 21 46 41 17 9 12 11 18 200 125 125 50 Figure 1Aggregate Brand-Switching (Transition) Matrix

  2. Brand purchased at time t A B C D A B C D 80 50 50 20 200 Brand purchased at time t-1 50 31.25 31.25 12.5 125 50 31.25 31.25 12.5 125 25 12.5 12.5 5 50 200 125 125 50 500 Expected Frequencies

  3. Brand purchased at time t A B C D A B C D 68 -24 -30 -14 Brand purchased at time t-1 -28 9.75 21.75 -3.5 -29 14.75 9.75 4.5 -11 -.5 -1.5 13 Residuals (o-e)

  4. Brand purchased at time t A B C D A B C D 7.603 -3.394 -4.243 -3.130 Brand purchased at time t-1 -3.960 1.744 3.891 -.990 -4.101 2.639 1.744 1.273 -2.460 -.141 -.424 5.814 Standardized Residuals (o-e)/(e) now differential mkt shares have been factored out ...providing a purer test of loyalty and switching

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