Abstract
The authors decompose repeat buying for frequently purchased nondurables. The results are very similar for two categories each over a different city and time period. A factor analysis of 18 measures of repeat buying obtains four principal factors that explain 79–85% of the variance: Preference, Inertia, Coupon Proneness and Impulse Buying. A cluster analysis of factors on these dimensions yields four segments, with distinct behavioral characteristics.
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The authors thank IRI for the data.
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Kumar, V., Ghosh, A. & Tellis, G.J. A decomposition of repeat buying. Marketing Letters 3, 407–417 (1992). https://doi.org/10.1007/BF00993924
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DOI: https://doi.org/10.1007/BF00993924