Customer Portfolio Analysis among Competing Retail Store Brands

  • Randolph J. TrappeyIII
  • Arch G. Woodside


Customer portfolio analysis (CPA) may be useful for improving retailers’ attempts to successfully position their stores in the minds of consumers. A customer portfolio for a store includes new-primary, loyal-primary, and defector (formerly primary) customers, as well as occasional customers who shop primarily at competing stores. Customers’ attitude-accessibility with respect to first-linking a given store with evaluative attributes may offer useful information about the reasons for the shopping behaviour of customers in a store’s customer portfolio.


Food Price Store Attribute Brand Attitude Customer Lifetime Valuation Brand Choice 
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© Randolph J. Trappey III and Arch Woodside 2005

Authors and Affiliations

  • Randolph J. TrappeyIII
  • Arch G. Woodside

There are no affiliations available

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