Table A4 Quarterly repeat-purchase rates...

Table A4

Quarterly repeat-purchase rates and erosion by family size

% Repeat-Buyers in Subsequent Quarters vs base period											Erosion
					Period
Family size	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
2 People
Brand 1	12	7	3	13	5	5	8	8	5	5	57
Brand 2	33	35	33	30	29	29	31	32	26	26	20
Brand 3	29	32	15	18	15	21	21	15	6	6	80
Average	29	31	25	26	23	24	26	25	19	20	33
3 People
Brand 1	27	28	36	14	11	19	16	23	14	12	55
Brand 2	32	33	38	39	27	26	25	28	24	29	12
Brand 3	17	17	21	8	4	4	8	8	0	13	25
Average	29	30	35	30	20	21	21	24	18	23	19
4 People
Brand 1	22	19	26	22	13	8	12	11	10	7	70
Brand 2	32	35	34	35	28	19	29	27	29	32	2
Brand 3	42	15	21	12	18	6	18	18	21	18	57
Average	33	29	31	29	24	15	24	23	25	26	21
>=5 People
Brand 1	15	18	30	21	18	18	15	12	15	4	74
Brand 2	42	40	37	33	25	35	35	25	25	26	38
Brand 3	11	11	0	0	0	7	4	4	0	7	33
Average	32	32	29	25	19	28	27	19	19	19	40
Total
Brand 1	21	20	21	16	11	11	11	13	8	9	58
Brand 2	31	32	31	31	23	26	26	26	24	26	14
Brand 3	26	24	22	18	14	15	16	12	7	10	62
Average	28	29	28	26	20	22	22	22	19	21	26

% Repeat-Buyers in Subsequent Quarters vs base period											Erosion
					Period
Family size	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
2 People
Brand 1	12	7	3	13	5	5	8	8	5	5	57
Brand 2	33	35	33	30	29	29	31	32	26	26	20
Brand 3	29	32	15	18	15	21	21	15	6	6	80
Average	29	31	25	26	23	24	26	25	19	20	33
3 People
Brand 1	27	28	36	14	11	19	16	23	14	12	55
Brand 2	32	33	38	39	27	26	25	28	24	29	12
Brand 3	17	17	21	8	4	4	8	8	0	13	25
Average	29	30	35	30	20	21	21	24	18	23	19
4 People
Brand 1	22	19	26	22	13	8	12	11	10	7	70
Brand 2	32	35	34	35	28	19	29	27	29	32	2
Brand 3	42	15	21	12	18	6	18	18	21	18	57
Average	33	29	31	29	24	15	24	23	25	26	21
>=5 People
Brand 1	15	18	30	21	18	18	15	12	15	4	74
Brand 2	42	40	37	33	25	35	35	25	25	26	38
Brand 3	11	11	0	0	0	7	4	4	0	7	33
Average	32	32	29	25	19	28	27	19	19	19	40
Total
Brand 1	21	20	21	16	11	11	11	13	8	9	58
Brand 2	31	32	31	31	23	26	26	26	24	26	14
Brand 3	26	24	22	18	14	15	16	12	7	10	62
Average	28	29	28	26	20	22	22	22	19	21	26

Source:

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