Essays on Buyer, Consumer Behavior, and Brand Performance Assignment

Download full paperFile format: .doc, available for editing

The paper "Buyer, Consumer Behavior, and Brand Performance" is a worthy example of an assignment on marketing. Calculating and Interpreting Brand Performance Measures Table 1: Brand Performance Measures Brand Market Share (%) Penetration (%) Average Purchase Frequency Category Buying Rate Share of Category Requirements (%) Sole Loyalty (%) Cheerios 14 40 1.6 7.1 23 0 Special K 20 44 2.0 7.0 28 3.2 Corn Flakes 37 73 2.3 5.4 43 24 Weetbix 24 50 2.2 5.9 37 9 Just Right 5 21 1.1 8.5 13 0 Average 20 46 1.8 6.8 29 7.2 For the Brand Corn Flakes Market share (%) = (Sales of Corn Flakes/ Total sales of the product category) *100 = (117/318)*100 =37 It indicates Corn Flakes’ brand size is 37%; it is the proportion of total sales of this brand. Penetration (%) = (Number of brand buyers/ Total number of customers) * 100 = (51/70) * 100 = 73 It indicates that for 70 customers, 51 of those people had purchased Corn Flakes at least once; the penetration of Corn Flakes is the proportion of these 70 customers, who had purchased Corn Flakes at least once, which is 73%. Average Purchase Frequency = number of purchases of the brand / Number of brand buyers =117/51 =2.3 This is a measure of the average number of purchases made by a brand’ s buyer.

For Corn Flakes, there are 51 buyers who bought Corn Flakes, the total number of purchases of Corn Flakes is 117, therefore APF is 117/51=2.3 Category Buying Rate= Number of purchases from the category, made by brand buyers/ Number of buyers = 273/51 =5.4 It indicates that there are 51 customers who bought Corn Flakes, but these customers may or may not have bought other brands, the total number of purchase form the category is 273, therefore, the average of purchase from the category held by Corn Flakes buyers is 273/51= 5.4. Share of Category Requirements (%) = (Average purchase Frequency / category buying rate)*100 = (117/51)/(273/51) = 43 It shows loyalty in terms of the share of customers’ purchases they made from the category in the time period.

43% of customers’ purchases they made from the category are Corn flakes. Sole Loyalty (%) =Number of brand buyers who did not purchase any other brand/ number of brand buyers =12/51 =24 In this case, there are 12 customers only who bought Corn flakes in the time period, a number of brand buyers are 51, Sole loyalty is the proportion of Corn flakes’ buyers that only buy that one brand which is 24%. Аssignmеnt Раrt B Executive Summary Brand Performance Table 1 Brand Market Share Penetration Average Purchase Frequency Category Buying Rate Share of Category Requirements Sole Loyalty Corn Flakes 37 73 2.3 5.4 43 24 Weetbix 24 50 2.2 5.9 37 8.6 Special K 19 44 2.0 7.0 28 3.2 Cheerios 14 40 1.6 7.1 23 0 Just Right 5.3 21 1.1 8.5 13 0 Average 100 46 1.8 6.8 29 7.1 The differences and patterns between the competing brands, and specifically for Corn Flakes According to the table, the Corn Flakes seemingly has got a good brand performance, as compared to the other brands, including Weetbix, Special K, Cheerios, as well as Just Right.

Download full paperFile format: .doc, available for editing
Contact Us