and their reference price would be increased. For
the same reason, it must be remembered that not
all consumers react in the same way to the same
information. Recommendations and strategies that
can be useful for loyal consumers may be useless
for the nonloyal ones, so the need to divide
the market according to loyalty levels is patently
clear. Similarly, households that consume more
quantity of the product category do not behave
in the same way as those that acquire the
category of products only occasionally.
In short, it is essential to seek out variables that help to group together consumers with
like behaviours and tastes.