Figure 1
The chart presents eight histograms comparing failed cereal products in Year 1 with successful cereal products in Year 3. The panels are organised by Quarter 1, Quarter 2, Quarter 3, and cumulative Year 1 for both failed and successful products. The horizontal axis shows the percentage of repeat buyers, while the vertical axis represents the percentage of new line extensions. For failed cereals, distributions are concentrated at very low repeat buyer percentages, highlighting poor customer retention. In contrast, successful cereals display more dispersed values with higher repeat buyer percentages, indicating stronger consumer loyalty. Mean and median values, marked by vertical lines, illustrate the performance differences between failed and successful launches.Failed vs survivor line extension mean repeat-buyer rate distribution example
Note(s): The distribution shape in repeat buyers in each quarter is similar for successful and failed LEs. However, more of the survivor LEs have higher than a 10% repeat-buyer rate a year on
Source: Authors’ own work