The pattern known as double jeopardy refers to which of the following?
A) Consumers with high levels of brand loyalty also tend to be the least frequent purchasers of that brand.
B) The observation that most consumers are not 100 per cent loyal.
C) Consumers with high levels of brand loyalty also tend to be the least affluent segments.
D) Eight per cent of your customers are likely to be 20 per cent loyal.
E) Brands that enjoy high levels of consumer loyalty tend to be niche products or small, local services.

Question

Quizplus · Accepted Answer

Double jeopardy refers to the observation that consumers with high levels of brand loyalty also tend to be the least frequent purchasers of that brand. This means that not only do these consumers prefer a particular brand, but they also tend to buy it less frequently than those who are less loyal.

The Pattern Known as Double Jeopardy Refers to Which of the Following