Usage involves measures of customers‘ self-reported behavior concerning such market dynamics as purchase frequency and units per purchase. They highlight not only what was purchased, but also when and where.
In studying usage, marketers also seek to determine how many people have tried a brand. Of those, they further seek to determine how many have “rejected” the brand, and how many have “adopted” it into their regular portfolio of brands.
In measuring usage, marketers pose questions such as the following:
- What brand of toothpaste did you last purchase?
- How many times in the past year have you purchased toothpaste?
- How many tubes of toothpaste do you currently have in your home?
- Do you have Crest toothpaste in your home at the current time?
- ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.