The tendency for brands with small market share to also have slightly less loyal customers is called:

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Double jeopardy is the tendency for brands with small market share to also have slightly less loyal customers. An empirical generalization refers to a pattern or regularity that has been observed in research. Duplication of purchase is when customers purchase more than one product in a category, and a Dirichlet model is a statistical model used to analyze customer behavior.

The Tendency for Brands with Small Market Share to Also