Abstract:

This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model continue to grow. We have had no reason to alter the simple basic conceptualisation of the model which has been in existence some ten years now. The Conversion Model provides a robust method for measuring the commitment of consumers to the brands and the categories of products that they use.