marketing

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?

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