The phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often is called
A) double jeopardy.
B) purchase frequency.
C) attitudinal loyalty.
D) the Pareto principle.

Question

Quizplus · Accepted Answer

Double jeopardy refers to the phenomenon where brands with smaller market share not only have fewer buyers but those buyers also purchase the brand less frequently compared to larger brands.

The Phenomenon Whereby Brands with Smaller Market Share Have Fewer