An apparent paradox in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate. This seems arithmetically impossible. The effect is real, but it has a simple explanation. It is caused by the fact that heavy category buyers buy more...

This paper uses a sample of approximately 60,000 US households to document fundamental basket size patterns across a range of retailer types (e.g. grocery stores, convenience stores, and warehouse clubs), and studies them in relation to retailer performance metrics (unit sales and dollar...

This study analyzes data on cigarette purchasing, using the IRI academic dataset. Major findings are: cigarette purchasing in this market exhibits a reverse-J, or ‘NBD (Negative Binomial Distribution)-like shape: many infrequent buyers and fewer frequent buyers, although this pattern may be...

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilizes consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that empirical regularities discovered by Andrew Ehrenberg and colleagues apply to sportswear brands...