Table 1 Failed vs survivor line...

Table 1

Failed vs survivor line extension mean repeat-buyer rate

Category	Line extension mean quarterly repeat-buyer rate – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	22	26	27	24	21	26	31	28
Coffee	33	37	38	33	23	30	36	39
Cereal	19	26	29	28	20	30	37	36
Toothpaste	11	15	20	19	14	19	25	24
Air freshener	13	17	21	22	11	16	20	22
Mean	20	24	27	25	18	24	29	30
Std dev	9	9	7	6	5	6	7	8

Category	Line extension mean quarterly repeat-buyer rate – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	22	26	27	24	21	26	31	28
Coffee	33	37	38	33	23	30	36	39
Cereal	19	26	29	28	20	30	37	36
Toothpaste	11	15	20	19	14	19	25	24
Air freshener	13	17	21	22	11	16	20	22
Mean	20	24	27	25	18	24	29	30
Std dev	9	9	7	6	5	6	7	8

Note(s):

Repeat-buyer rates increase over the launch year but at the end of the year, survivor and failed LEs have a similar percentage of repeat buyers in each quarter over the launch year

Source(s): Authors’ own work

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