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Can the Conversion Model be used in markets where consumers have large repertoires?

April 26, 2017Consumers conversion large Markets model repertoires Used

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Can the Conversion Model be used in markets where consumers have large repertoires?

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Yes, because some people, who have large repertoires, may only be committed to a small proportion of the brands in their repertoire. Others may be committed to the category, yet switch freely between brands within the category.