First an foremost thank you for your writings. It enriches my thinking; thank you. A question on the be,low;
‘Lifecycle stage will influence some of this to a certain extent. We know big brands tend to attract the lightest of buyers - those who don’t use the category very often - whereas smaller, new brands will likely attract more of the heavier category users. So, a small savings bank will have a larger proportion of people with a wider repertoire of banks (i.e., these people will have saving accounts with multiple banks).’
If big brands attract more lighter buyers, their customers repertoire is then subsequently bigger then a smaller bank right? Is it correctly presented over here?
First an foremost thank you for your writings. It enriches my thinking; thank you. A question on the be,low;
‘Lifecycle stage will influence some of this to a certain extent. We know big brands tend to attract the lightest of buyers - those who don’t use the category very often - whereas smaller, new brands will likely attract more of the heavier category users. So, a small savings bank will have a larger proportion of people with a wider repertoire of banks (i.e., these people will have saving accounts with multiple banks).’
If big brands attract more lighter buyers, their customers repertoire is then subsequently bigger then a smaller bank right? Is it correctly presented over here?
With much appreciation,
Patrick