Singh, Jaywant and Crisafulli, Benedetta (2022) How consumers buy brands. In, Brands and Consumers. (Brands and Consumers) 1 ed. Routledge, pp. 68-83. (doi:10.4324/9780429449598-5).
Abstract
This chapter provides an overview of the empirical generalisations tradition in marketing, the measurement of brand performance and the role of theory in understanding brand buying behaviour. Consumer panels continuously record purchases of thousands of households, and the data made available by the panels has spurred scholarly research over the past six decades or so, revealing useful insights on how consumers buy their brands. The average purchase frequency is the average number of purchases made by households who buy at all in a given period. The 100%-loyal buyers or the sole buyers are low for all the brands, irrespective of their market shares. This trend affirms multi-brand buying behaviour. Share of category requirements is one of the most commonly used measures of brand loyalty. Those customers who bought the brand once during the time period are classified as light buyers. The duplication of purchase law continues to be applied widely across sectors and contexts.
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