Consumer Responses to Discontinuance of Favorite Products: an Exploratory Study

Melissa A. Martin, George Mason University
EXTENDED ABSTRACT - How many varieties of laundry detergent do we really need? This question and others like it have become the center of recent debate among manufacturers, retailers, and marketing scholars. Trends in the marketing environment have led to product proliferation, followed by pruning of brands, creating a highly unstable Aproduct churning@ situation. Consumers are presented with a confusing, crowded, and constantly shifting landscape of products from which to make selections.
[ to cite ]:
Melissa A. Martin (2004) ,"Consumer Responses to Discontinuance of Favorite Products: an Exploratory Study", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 662-663.