Understanding Housewife's Loyalty: Is There Pure Loyalty?

Gancar Candra Premananto and Cecilia Wening Prismaningtyas (2016) Understanding Housewife's Loyalty: Is There Pure Loyalty? In: Proceeding of 2016 ICOI the International Conference on Organizational Innovation. International Association of Organizational Innovations, Beijing, p. 28. ISBN 978-986-90744-4-5

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Official URL: http://www.iaoiusa.org/2016icoi/


Many researches on loyalty program have been conducted for a long time, but there are things can still be explored about it. Al producers need their product to be able to elicit pure loyalty out of their customers. This research tries to explore whether there is pure loyalty among housewives for consumer goods or most products only have devided loyalty type? Decision making process by housewives will be getting important and dominant in the future, so that an understanding on this process shall be valuable. The exploration using qualitative research is conducted by an online interview, direct indepth interview and FGD in order to find out the truth on loyalty in consumer goods. The results state that most of consumption patterns show devided loyalty for some brands in their consideration set. Pure loyalty is appens when there are risks.

Item Type: Book Section
Uncontrolled Keywords: Housewives, divided loyalty, pure loyalty, devided loyalty
Subjects: H Social Sciences
H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HJ Public Finance > HJ9-9940 Public finance > HJ6603-7390 Customs administration
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Gancar Candra PremanantoNIDN0022077403
Cecilia Wening PrismaningtyasNIM041211233165
Depositing User: Tn Sugeng Riyanto
Date Deposited: 16 Oct 2020 02:07
Last Modified: 16 Oct 2020 02:07
URI: http://repository.unair.ac.id/id/eprint/100125
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