Question 1

+2−0Single correct

See the list of terms and definitions / explanation below and match them correctly in the given subquestions.

Lapsing ratio

A.
The kind of study that traces a consumer’s process of purchase from the initial trigger to the actual purchase
B.
The number of consumers who have tried a brand and then stopped using it divided by the total number who have tried it
C.
The range where the performance is below optimal but not low enough for the customers to get very unhappy
D.
The percentage of consumers who use a brand as their main brand
E.
The set of brands that the consumer will consider buying or will be open to switching between

+2−0Single correct

See the list of terms and definitions / explanation below and match them correctly in the given subquestions.

Lapsing ratio

A.
The kind of study that traces a consumer’s process of purchase from the initial trigger to the actual purchase
B.
The number of consumers who have tried a brand and then stopped using it divided by the total number who have tried it
C.
The range where the performance is below optimal but not low enough for the customers to get very unhappy
D.
The percentage of consumers who use a brand as their main brand
E.
The set of brands that the consumer will consider buying or will be open to switching between

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