Table A6 Quarterly repeat-purchase rates...

Table A6

Quarterly repeat-purchase rates and erosion by social class

% Repeat-Buyers in Subsequent Quarters vs base period											Erosion
					Period
Social Class	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
Low
Brand 1	12	11	11	12	7	7	14	7	9	5	57
Brand 2	34	31	35	29	26	25	29	26	23	25	26
Brand 3	29	38	10	19	10	24	33	19	0	10	67
Average	30	29	27	25	21	22	28	22	17	20	35
Middle low
Brand 1	18	21	28	31	11	20	13	20	11	10	45
Brand 2	31	33	29	31	28	29	24	31	26	24	23
Brand 3	22	7	0	11	11	19	4	7	0	7	67
Average	28	27	24	27	23	26	19	25	19	19	31
Middle
Brand 1	28	20	26	10	9	11	10	15	10	8	70
Brand 2	35	36	40	36	27	29	30	26	26	32	7
Brand 3	28	28	34	17	11	11	17	17	6	13	54
Average	33	32	37	29	22	23	25	23	20	26	22
High and middle high
Brand 1	24	22	30	22	20	15	11	13	11	4	83
Brand 2	33	41	35	43	29	32	36	32	31	32	2
Brand 3	38	34	25	22	22	16	22	13	25	25	33
Average	33	37	32	37	26	27	30	26	27	27	17
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
Social Class	Q3	Q4	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	Q3-Q12 as % Q3
Low
Brand 1	12	11	11	12	7	7	14	7	9	5	57
Brand 2	34	31	35	29	26	25	29	26	23	25	26
Brand 3	29	38	10	19	10	24	33	19	0	10	67
Average	30	29	27	25	21	22	28	22	17	20	35
Middle low
Brand 1	18	21	28	31	11	20	13	20	11	10	45
Brand 2	31	33	29	31	28	29	24	31	26	24	23
Brand 3	22	7	0	11	11	19	4	7	0	7	67
Average	28	27	24	27	23	26	19	25	19	19	31
Middle
Brand 1	28	20	26	10	9	11	10	15	10	8	70
Brand 2	35	36	40	36	27	29	30	26	26	32	7
Brand 3	28	28	34	17	11	11	17	17	6	13	54
Average	33	32	37	29	22	23	25	23	20	26	22
High and middle high
Brand 1	24	22	30	22	20	15	11	13	11	4	83
Brand 2	33	41	35	43	29	32	36	32	31	32	2
Brand 3	38	34	25	22	22	16	22	13	25	25	33
Average	33	37	32	37	26	27	30	26	27	27	17
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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