Question

A captive customer is most likely to ________.

a)have a high customer loyalty index
b)have a high desire to repurchase
c)recommend a brand or company to others
d)have a low purchase amount
e)have a weak product preference

Answer 1

A captive customer is most likely to have a weak product preference since they are often limited in their choices due to factors like limited competition or high switching costs. They are 'captive' because they may have to use a product or service, not out of loyalty, but necessity.

Step-by-step explanation:

A captive customer is most likely to have a weak product preference. This concept in business refers to a situation where customers are limited in their choices and, therefore, may have to make do with a product or service, even if it may not be their first preference. Captive customers often arise in environments where there is limited competition, high switching costs, or where a single provider dominates the market.

For example, a traveler at an airport may be deemed a captive customer for airport restaurants since they have limited dining options. In this case, the customer does not necessarily have a high desire to repurchase or recommend the brand; rather they are 'captive' to the limitations imposed by their surroundings or circumstances.