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A decomposition of repeat buying

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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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Authors and Affiliations

  1. Department of Marketing, College of Business Administration, University of Houston, 77204-6283, Houston, TX

    V. Kumar

  2. Department of Marketing, College of Business, Cleveland State University, 44115, Cleveland, OH

    Amit Ghosh

  3. School of Business Administration, University of Southern California, 90089-1421, Los Angeles, CA

    Gerard J. Tellis

Authors
  1. V. Kumar
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  2. Amit Ghosh
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  3. Gerard J. Tellis
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Additional information

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

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