Buying Frequency Analysis
Questions:
How often is my brand bought?
What percentage of households buy my brand once or more frequently?
How much volume is generated by each group and which group is the most important for my brand?
What is the average volume per purchase act (for my brand)?
What is the average number of purchase acts for my brand vs. competitive brands?
How much do households spend on my brand/competitive brands per one purchase act?
Use:
Segmentation of customers on defined market (e.g. product group, segment, brand) according to the number of purchase acts.
Content:
Creation of frequency segments according to the number of purchase acts .
Buying Frequency Analysis serves as a basis for market segmentation (e.g. trial buyers vs. repeaters)
