Market Share Movements

Apr
Variant
Variant
Variant
Variant

1
2
3
4

Town
Town
Town
Town

1
2
3
4

May
3.42%
2.24%
1.43%
4.53%

Jun
4.23%
2.82%
2.19%
4.48%

Jul
4.27%
3.34%
2.48%
3.57%

4.72%
3.67%
3.23%
3.09%

Cumulative Penetration
Apr
Variant
Variant
Variant
Variant

1
2
3
4

Town
Town
Town
Town

1
2
3
4

May
2.98%
2.15%
1.01%
3.96%

Jun
6.54%
3.78%
1.74%
7.72%

Jul
10.12%
5.12%
2.22%
10.67%

14.10%
6.13%
2.69%
13.25%

Households purchasing the brand

Apr
Variant
Variant
Variant
Variant

1
2
3
4

Town
Town
Town
Town

1
2
3
4

1
2
3
4

Town
Town
Town
Town

1
2
3
4

May
2.98%
2.15%
1.01%
3.96%

Jun
3.67%
2.71%
1.55%
3.91%

Jul
3.72%
3.23%
1.77%
3.12%

4.11%
3.57%
2.31%
2.69%

Trials
Apr
Variant
Variant
Variant
Variant

May
2.98%
2.15%
1.01%
3.96%

Jun
3.56%
1.63%
0.73%
3.76%

Jul
3.58%
1.34%
0.48%
2.95%

3.98%
1.01%
0.47%
2.58%

Repeat Purchases
May
Variant
Variant
Variant
Variant

1
2
3
4

Town
Town
Town
Town

1
2
3
4

Jun
0.11%
1.08%
0.82%
0.15%

Jul
0.14%
1.89%
1.29%
0.17%

0.13%
2.56%
1.84%
0.11%

Consumption per household

Apr
Variant 1
Variant 2

Town 1
Town 2

May
1.15
1.04

Jun
1.15
1.04

Jul
1.15
1.03

1.15
1.03

Variant 3
Variant 4

Town 3
Town 4

1.42
1.14

1.41
1.15

1.40
1.14

1.40
1.15

Aug
4.73%
3.62%
3.47%
2.28%

Aug
18.01%
6.54%
2.96%
15.12%
No.of Times

No.of
Times
purchased (Trials + purchased
Total Purchase
(Repeat
Repeat Purchases) in Purchases)
in 4
5 months
months

Loyalty

Factor

Market
Share (if
there is no
further
cumulative
penetration
)

Aug
4.12%
3.49%
2.48%
1.98%

18.60%
15.15%
9.12%
15.66%

1.03
2.32
3.08
1.04

0.03
1.32
2.08
0.04

0.82%
32.91%
52.03%
0.89%

Aug
3.91%
0.41%
0.27%
1.87%

Repeat Purchases from Trials

Aug
0.21%
3.08%
2.21%
0.11%

Aug
1.15
1.04

Variant
Variant
Variant
Variant

1
2
3
4

Town
Town
Town
Town

1
2
3
4

May
3.69%
50.23%
81.19%
3.79%

0.15%
2.15%
1.54%
0.14%

1.40
1.15

Answers
1
2
3
4
5

Variant 2 & 3 are preferred due to high loyalty factor

Variants 1 & 4, they are not sticking to one brand
Variant 2 is being consumed by more than one member as we assume that no.of households is t
Variant 3 is Niche as it has the low trial but the highest repeat purchases

hat no.of households is the same in all towns and the consumption is the highest