Table 2 Quarterly repeat-purchase rates...

Table 2

Quarterly repeat-purchase rates from base (Q1 to Q4) and erosion by weight of purchase

									Erosion
	% Repeat-buyers in subsequent quarters vs base period (Q1 to Q4)								(Q12 to Q5)
Weight of purchase	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	−Q12 as % Q5
Heavy buyer
Brand 1	38	19	12	15	12	16	9	10	74
Brand 2	46	37	30	33	30	31	24	29	38
Brand 3	38	33	31	23	18	10	15	13	67
Average	44	34	27	29	26	25	21	23	47
Medium buyer
Brand 1	10	6	6	4	4	3	4	4	54
Brand 2	23	22	14	18	20	19	20	22	7
Brand 3	15	15	11	14	14	14	5	11	25
Average	20	18	13	15	17	16	15	17	13
Light buyer
Brand 1	15	14	8	11	13	11	10	11	29
Brand 2	22	21	17	17	18	20	17	22	1
Brand 3	11	9	7	13	13	8	5	11	0
Average	19	18	14	15	17	16	14	18	4
Total
Brand 1	16	12	8	9	9	9	7	8	50
Brand 2	26	24	18	20	21	21	19	23	12
Brand 3	16	15	12	15	14	10	6	11	32
Average	23	20	15	17	18	18	15	19	18

									Erosion
	% Repeat-buyers in subsequent quarters vs base period (Q1 to Q4)								(Q12 to Q5)
Weight of purchase	Q5	Q6	Q7	Q8	Q9	Q10	Q11	Q12	−Q12 as % Q5
Heavy buyer
Brand 1	38	19	12	15	12	16	9	10	74
Brand 2	46	37	30	33	30	31	24	29	38
Brand 3	38	33	31	23	18	10	15	13	67
Average	44	34	27	29	26	25	21	23	47
Medium buyer
Brand 1	10	6	6	4	4	3	4	4	54
Brand 2	23	22	14	18	20	19	20	22	7
Brand 3	15	15	11	14	14	14	5	11	25
Average	20	18	13	15	17	16	15	17	13
Light buyer
Brand 1	15	14	8	11	13	11	10	11	29
Brand 2	22	21	17	17	18	20	17	22	1
Brand 3	11	9	7	13	13	8	5	11	0
Average	19	18	14	15	17	16	14	18	4
Total
Brand 1	16	12	8	9	9	9	7	8	50
Brand 2	26	24	18	20	21	21	19	23	12
Brand 3	16	15	12	15	14	10	6	11	32
Average	23	20	15	17	18	18	15	19	18

Source:

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