1. Regularities in
purchase behavior

2. Outline Stationary markets The purchase of a single brand
Patterns of purchase in the entire product category

3. Stationary markets
established markets tend to be stable for medium-length analysis periods;
use of mathematical models to mimic actual purchase behavior;
these models are based on consumer or household panel data;
they can be used to provide sales norms and judge the performance of a brand;

4. The purchase of a single brand
the sales equation: m = b w
where: m → mean population purchase rate
b → penetration
w → purchase frequency

5. Patterns of purchase in the entire product category
how do penetrations and purchase frequencies vary with market share?
what is double jeopardy?
how important are sole buyers of a brand?
when consumers buy more than one brand, what determines which other brands they buy?