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Trial and repeat buying—The case for separate consideration

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Abstract

Consumer panel purchase data for several new brands are anllyzed, focusing on macrobehavioral characteristics of two groups: triers and repeat buyers. Theoretical analysis and supporting empirical evidence suggest that the two groups differ markedly in purchasing behavior. Implications for product life cycle theory and marketing practice are discussed.

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Authors and Affiliations

  1. The University of Connecticut, Connecticut, USA

    Igal Ayal D.B.A.

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  1. Igal Ayal D.B.A.
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Ayal, I. Trial and repeat buying—The case for separate consideration. JAMS 2, 413–431 (1974). https://doi.org/10.1007/BF02729386

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  • DOI: https://doi.org/10.1007/BF02729386

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