Brand Performance Metrics (BPMs)

a) As marketing manager of Brand A, should your company desire more or less customers that follow Timothy's buying behaviour? Describe Timothy's buying behaviour and give reasons to explain your answer. Answer: From the information shown in the panel data showing the buying brands of breakfast cereal in one particular week by a group of customers, we can see that Timothy purchased six times of cereal including two brands with 2 times for brand B and 4 …

…in marketing), 14th Edition, Pearson Education Limited, England 2.<Tab/>Ehrenberg, A.S.C., 2000, "Repeat buying-facts, theory and applications", Journal of Empirical Generalisations in Marketing Science, Vol.5, pp.392-770 3.<Tab/>www.siam.edu/su_doc/brand_sec4.doc 2006/05/28 4.<Tab/>brucehardie.com/notes/007/enerating_sales_forecast_2004-05-04.pdf 2006/05/29 5.<Tab/>Consumer Psychology Resource @www.psychology.org/links/Environment_ Behavior_Relationships/Consumer/ 2006/05/29