The Unbearable Lightness of Buying
Dawes, J., Graham, C., Trinh, G. and Sharp, B. (2021). The Unbearable Lightness of Buying. Journal of Marketing Management.
|Authors||Dawes, J., Graham, C., Trinh, G. and Sharp, B.|
Although marketers are increasingly asked to manage brands for the long-term, it is difficult to do so when no clear picture exists of long-term brand buying. This study reports cumulative behavioural loyalty outcomes for 200 UK consumer-goods brands when observed in a five-year household panel of continuous reporters. We examine these brands in intervals from one to five years against NBD (Negative Binomial Distribution)-model projections. Stationary brands attract over twice as many buyers in five years as they do in one. Of these buyers, 80% purchase the brand at a rate of once a year or less, yet contribute 40% to total sales, a Pareto ratio of just 60:20. For managers, this light buying is broadly predictable from NBD fittings to annual data, and implies a renewed emphasis on nudging the brand buying propensities of the whole market.
|Keywords||brand performance; brand loyalty; heavy buyers; NBD buying; long-run marketing objectives; Pareto share|
|Journal||Journal of Marketing Management|
|Web address (URL)||https://www.tandfonline.com/toc/rjmm20/current|
|Publication process dates|
|Accepted||07 Jul 2021|
|Deposited||09 Jul 2021|
|Accepted author manuscript|
File Access Level
This is an Accepted Manuscript of an article to be published by Taylor & Francis in Journal of Marketing Management It will be available online: https://www.tandfonline.com/toc/rjmm20/current
Accepted author manuscript
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