Purchase Frequency


Purchase Frequency - distribution of brand buyers and brand volume, across the number of purchase occasions. Consumer Analytics, Consumer Panels

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.


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