1 / 7

Regularities in purchase behavior

Regularities in purchase behavior. Outline. Stationary markets The purchase of a single brand Patterns of purchase in the entire product category. Stationary markets. established markets tend to be stable for medium-length analysis periods;

curtisricks
Download Presentation

Regularities in purchase behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Regularities in purchase behavior

  2. Outline • Stationary markets • The purchase of a single brand • Patterns of purchase in the entire product category

  3. Stationary markets • established markets tend to be stable for medium-length analysis periods; • use of mathematical models to mimic actual purchase behavior; • these models are based on consumer or household panel data; • they can be used to provide sales norms and judge the performance of a brand;

  4. The purchase of a single brand the sales equation: m = b w where: m → mean population purchase rate b → penetration w → purchase frequency

  5. Patterns of purchase in the entire product category • how do penetrations and purchase frequencies vary with market share? • what is double jeopardy? • how important are sole buyers of a brand? • when consumers buy more than one brand, what determines which other brands they buy?

More Related