1. Which of these self-described brand-loyal informants would you consider to be the most loyal? Which is the least loyal? Rank the seven informants in terms of their brand loyalty.

1. Wendy
Wendy was a manager and she doesn’t take price into consideration. Still with this approach she always stick with dunkin donuts and not only this, she used to recommend the same to her friends. She was highly satisfies with the brand and had a collection of mugs and other things from the same brand. She had a view of long term relation with this brand and was not looking for a change.

2. Pamela
Her purchase history with Gevalia is 90% she is very satisfied with the service and also has good words of mouth for this brand amongst his friends. She purchases other products that are not coffee from Gevalia. But she had a history of many different brands in last 15 years. She also reflected the tendency of going to another place for fast service. She also reduced from 30 cups a day to 2 cups a day.

3. Frank
Has a good consumption but also focusses on the price. Despite the fact that he had good sequence of purchases he is very likely to be carried away by other brands using different promotional strategies.

4. Ann
Is presently satisfied with her brand but her consumption and purchase history has very low weightage in it. She lacks words of mouth for her brand amongst her friends. She is also sensitive to price as frank because of which it is likely that she would go with another brand having good advertisement and marketing approach.

5. Charles
Charles is a very good customer for any particular branch. His consumption history is remarkable and would certainly be known at the places he purchases. But Charles is very less conscious about the brand, He is sensitive to price changes brands overtime. He had never been found sharing good things about his brand.

6. Sara