商品敘述：

The case analyzes the consumer choice behavior in the case of detergents sold in an Indian retail store, Reliance Retail. The protagonist, Parul Khanna, the house brand (private label) manager at Reliance Retail wanted to know whether promotions have any short-term or long-term impact on brand switching and customer retention. Sudz, the house-brand detergent sold by Reliance Retail, was envisioned as a cost-effective detergent, giving comparable wash results as some of the established national brands such as Surf, Rin, Ariel, and so on. The questions nagging Parul were: Could customers who had been habitually purchasing a certain brand for many years really consider a house brand and make that switch? Is there a need to interfere in the market and create a ""catalyst"" effect? Students are expected to evaluate the impact of promotion on brand switching and brand loyalty among detergent purchasers. The case may be used in advanced statistics, stochastic process, and business analytics courses of MBA or Executive MBA programs as well as in a Ph.D. program in Statistics and Business Analytics.

涵蓋領域：

Private labels

相關資料：

Case Teaching Note, (IMB416), 10p, by K. J. Jeeson, Avadhoot Jathar, Unnikrishnan Dinesh Kumar

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