Purchase Frequency
Exhibit 7.12 Purchase Frequency
analysis reveals the distribution of buyers and volume across months, over a time horizon such as a year.
For fast moving products, where repeat purchase is the norm, the analysis of
purchase frequency (Exhibit 7.12) is an important indicator of brand health.
Typically, this reveals the distribution of brand buyers and brand
volume, across the number of purchase occasions (usually months or weeks), over a time horizon such
as a year. Weaker brands have a high proportion of buyers who buy the product across only
one or two months of the year. Stronger brands on the other hand, have greater proportion
of consumers who buy more frequently.
