Table 1 General quarterly... | Emerald Publishing

Table 1

General quarterly repeat-purchase rates and erosion by householder age

		% Repeat-buyers in subsequent quarters vs base period												Erosion
							Period
			Base period Aver. Q1 and Q2	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
General		Brand 1	100	21	20	21	16	11	11	11	13	8	9	58
		Brand 2	100	31	32	31	31	23	26	26	26	24	26	14
		Brand 3	100	26	24	22	18	14	15	16	12	7	10	62
	Average		100	28	29	28	26	20	22	22	22	19	21	26
Householder age		Brand 1	100	7	11	11	0	4	0	0	4	7	0	100
	−35	Brand 2	100	22	11	15	7	19	19	11	0	7	19	17
		Brand 3	100	60	0	20	40	20	40	0	0	0	0	100
		Average	100	27	9	15	12	17	20	8	0	6	13	53
		Brand 1	100	19	21	28	20	11	11	15	16	14	12	40
	35–49	Brand 2	100	34	32	35	36	26	28	26	22	25	25	26
		Brand 3	100	29	17	14	6	0	3	11	0	0	9	70
		Average	100	31	28	31	28	19	21	22	17	19	20	34
		Brand 1	100	27	22	29	23	15	19	15	16	10	9	68
	50–64	Brand 2	100	31	37	35	34	28	27	30	32	30	31	0
		Brand 3	100	30	27	29	21	20	14	20	23	16	14	53
		Average	100	30	33	33	30	25	24	26	28	24	25	18
		Brand 1	100	4	4	0	0	4	4	0	9	4	9	8
	>=65	Brand 2	100	37	38	38	36	30	36	35	37	24	30	18
		Brand 3	100	24	38	14	21	17	24	21	17	7	7	71
		Average	100	30	33	28	28	24	30	28	29	18	23	23
		Brand 1	100	21	20	21	16	11	11	11	13	8	9	58
	Total	Brand 2	100	31	32	31	31	23	26	26	26	24	26	14
		Brand 3	100	26	24	22	18	14	15	16	12	7	10	62
	Average		100	28	29	28	26	20	22	22	22	19	21	26

		% Repeat-buyers in subsequent quarters vs base period												Erosion
							Period
			Base period Aver. Q1 and Q2	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
General		Brand 1	100	21	20	21	16	11	11	11	13	8	9	58
		Brand 2	100	31	32	31	31	23	26	26	26	24	26	14
		Brand 3	100	26	24	22	18	14	15	16	12	7	10	62
	Average		100	28	29	28	26	20	22	22	22	19	21	26
Householder age		Brand 1	100	7	11	11	0	4	0	0	4	7	0	100
	−35	Brand 2	100	22	11	15	7	19	19	11	0	7	19	17
		Brand 3	100	60	0	20	40	20	40	0	0	0	0	100
		Average	100	27	9	15	12	17	20	8	0	6	13	53
		Brand 1	100	19	21	28	20	11	11	15	16	14	12	40
	35–49	Brand 2	100	34	32	35	36	26	28	26	22	25	25	26
		Brand 3	100	29	17	14	6	0	3	11	0	0	9	70
		Average	100	31	28	31	28	19	21	22	17	19	20	34
		Brand 1	100	27	22	29	23	15	19	15	16	10	9	68
	50–64	Brand 2	100	31	37	35	34	28	27	30	32	30	31	0
		Brand 3	100	30	27	29	21	20	14	20	23	16	14	53
		Average	100	30	33	33	30	25	24	26	28	24	25	18
		Brand 1	100	4	4	0	0	4	4	0	9	4	9	8
	>=65	Brand 2	100	37	38	38	36	30	36	35	37	24	30	18
		Brand 3	100	24	38	14	21	17	24	21	17	7	7	71
		Average	100	30	33	28	28	24	30	28	29	18	23	23
		Brand 1	100	21	20	21	16	11	11	11	13	8	9	58
	Total	Brand 2	100	31	32	31	31	23	26	26	26	24	26	14
		Brand 3	100	26	24	22	18	14	15	16	12	7	10	62
	Average		100	28	29	28	26	20	22	22	22	19	21	26

Source:

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