Table A5 Quarterly repeat-purchase rates...

Table A5

Quarterly repeat-purchase rates and erosion by life cycle

	% Repeat-Buyers in Subsequent Quarters vs base period										Erosion
				Period
Life cycle	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
Independent young
Brand 1	25	0	0	0	0	0	0	0	0	0	100
Brand 2	20	20	0	0	0	0	0	0	0	0	100
Brand 3	67	67	0	0	0	0	0	0	0	0	100
Average	29	26	0	0	0	0	0	0	0	0	100
Young people no children
Brand 1	50	0	0	0	0	0	0	50	0	0	100
Brand 2	57	14	14	14	29	29	0	14	14	43	25
Brand 3	75	0	25	50	25	50	0	0	0	0	100
Average	59	10	14	19	24	28	0	17	10	29	51
Independent adult
Brand 1	25	0	0	0	0	0	0	0	0	0	100
Brand 2	20	20	0	0	0	0	0	0	0	0	100
Brand 3	67	67	0	0	0	0	0	0	0	0	100
Average	29	26	0	0	0	0	0	0	0	0	100
Adult no children
Brand 1	7	0	7	29	14	29	21	7	7	4	44
Brand 2	38	41	37	35	32	30	36	33	31	26	33
Brand 3	39	50	28	11	11	17	22	17	6	17	57
Average	34	37	31	30	26	28	32	26	23	21	38
Single-parent households
Brand 1	39	34	34	25	14	23	16	23	2	11	71
Brand 2	32	27	36	34	17	19	17	19	19	28	11
Brand 3	8	0	0	0	8	0	0	0	0	8	0
Average	29	23	30	27	15	16	14	16	13	22	21
Household children −6
Brand 1	13	24	24	9	13	7	7	11	16	7	50
Brand 2	22	22	27	28	23	24	22	8	20	17	24
Brand 3	38	15	15	0	0	8	8	0	15	15	60
Average	24	21	25	21	18	19	17	7	19	15	36
Household children 6-17
Brand 1	16	16	29	24	11	10	14	10	9	11	31
Brand 2	36	38	35	38	26	29	30	30	27	27	26
Brand 3	33	17	13	17	4	4	21	8	4	8	75
Average	33	31	30	32	20	22	26	23	21	21	35
Household children 17-30
Brand 1	28	20	30	18	16	16	13	20	20	4	86
Brand 2	41	38	36	34	30	30	34	33	28	40	4
Brand 3	29	25	38	25	33	13	21	25	17	21	29
Average	37	33	35	30	29	25	29	30	25	31	16
Retired
Brand 1	5	5	0	0	5	5	0	10	5	4	20
Brand 2	36	41	43	39	33	39	39	39	26	33	9
Brand 3	20	20	8	16	12	16	8	16	4	8	60
Average	29	32	30	30	25	30	28	31	19	25	15
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
Life cycle	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
Independent young
Brand 1	25	0	0	0	0	0	0	0	0	0	100
Brand 2	20	20	0	0	0	0	0	0	0	0	100
Brand 3	67	67	0	0	0	0	0	0	0	0	100
Average	29	26	0	0	0	0	0	0	0	0	100
Young people no children
Brand 1	50	0	0	0	0	0	0	50	0	0	100
Brand 2	57	14	14	14	29	29	0	14	14	43	25
Brand 3	75	0	25	50	25	50	0	0	0	0	100
Average	59	10	14	19	24	28	0	17	10	29	51
Independent adult
Brand 1	25	0	0	0	0	0	0	0	0	0	100
Brand 2	20	20	0	0	0	0	0	0	0	0	100
Brand 3	67	67	0	0	0	0	0	0	0	0	100
Average	29	26	0	0	0	0	0	0	0	0	100
Adult no children
Brand 1	7	0	7	29	14	29	21	7	7	4	44
Brand 2	38	41	37	35	32	30	36	33	31	26	33
Brand 3	39	50	28	11	11	17	22	17	6	17	57
Average	34	37	31	30	26	28	32	26	23	21	38
Single-parent households
Brand 1	39	34	34	25	14	23	16	23	2	11	71
Brand 2	32	27	36	34	17	19	17	19	19	28	11
Brand 3	8	0	0	0	8	0	0	0	0	8	0
Average	29	23	30	27	15	16	14	16	13	22	21
Household children −6
Brand 1	13	24	24	9	13	7	7	11	16	7	50
Brand 2	22	22	27	28	23	24	22	8	20	17	24
Brand 3	38	15	15	0	0	8	8	0	15	15	60
Average	24	21	25	21	18	19	17	7	19	15	36
Household children 6-17
Brand 1	16	16	29	24	11	10	14	10	9	11	31
Brand 2	36	38	35	38	26	29	30	30	27	27	26
Brand 3	33	17	13	17	4	4	21	8	4	8	75
Average	33	31	30	32	20	22	26	23	21	21	35
Household children 17-30
Brand 1	28	20	30	18	16	16	13	20	20	4	86
Brand 2	41	38	36	34	30	30	34	33	28	40	4
Brand 3	29	25	38	25	33	13	21	25	17	21	29
Average	37	33	35	30	29	25	29	30	25	31	16
Retired
Brand 1	5	5	0	0	5	5	0	10	5	4	20
Brand 2	36	41	43	39	33	39	39	39	26	33	9
Brand 3	20	20	8	16	12	16	8	16	4	8	60
Average	29	32	30	30	25	30	28	31	19	25	15
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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