How persistent are duplication of purchase partitions?

Anesbury, Zachary William; Bennett, Dag; Kennedy, Rachel

doi:10.1002/cb.1985

Cited by 4 publications

(4 citation statements)

References 79 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…However, we believe that brands in our sample share category customers since there is undisputed evidence of customer polygamy with brands in many industries (Ehrenberg et al. , 2004; Dawes, 2016; Anesbury et al. , 2022).…”

Section: Methodsmentioning

confidence: 91%

“…Despite its popularity, we had to dismiss the use of SCR as a loyalty measure. However, we believe that brands in our sample share category customers since there is undisputed evidence of customer polygamy with brands in many industries (Ehrenberg et al, 2004;Dawes, 2016;Anesbury et al, 2022). Simply, consumers mostly buy from repertoires of several brands in a category (Dawes et al, 2020).…”

Section: Methodsmentioning

confidence: 92%

See 1 more Smart Citation

How do e-stores grow their market share?

Klepek

Kvíčala

2022

MIP

View full text Add to dashboard Cite

PurposeThe purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.Design/methodology/approachAn empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.FindingsFashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.Research limitations/implicationsThe businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.Practical implicationsE-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.Originality/valueIn the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.

show abstract

Section: Methodsmentioning

confidence: 91%

Section: Methodsmentioning

confidence: 92%

How do e-stores grow their market share?

Klepek

Kvíčala

2022

MIP

View full text Add to dashboard Cite

show abstract

“…The generalisation is that the brand's size is the dominant factor when determining sharing. Second, an expected level of customer sharing with competitors derives from the law against which actual sharing can be compared (Anesbury et al, 2021; Ehrenberg et al, 2004; Sjostrom et al, 2014; Wilson & Winchester, 2019). Originating from media audience research (e.g., Agostini, 1961; Chatfield & Goodhardt, 1975; Driesener & Rungie, 2022; Goodhardt, 1966; Naami et al, 2021; Winchester & Lees, 2013), the number of viewers that watch any program pair is predicated on the latter program's audience size (Goodhardt & Ehrenberg, 1969).…”

Section: Background and Research Questionsmentioning

confidence: 99%

“…Their presence or absence is the key to our analysis of music choice behaviour and thus understanding it. The Partition Sharing Index (PSI) determines if partition exists (Anesbury et al, 2018(Anesbury et al, , 2021Naami et al, 2021;Sjostrom et al, 2014). PSI shows the level of sharing between two brands, given their size.…”

Section: Testing If 'Brands' Partition From the Rest Of The Marketmentioning

confidence: 99%

Death by 1000 ‘true fans’: Do marketing laws apply to music listening?

Anesbury

Davies

Driesener

et al. 2022

J of Consumer Behaviour

View full text Add to dashboard Cite

The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 'true fans' and make $100 from each of them (Kelly, 2008. 1000 True fans. The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6-months, 3-months, 1-month, and 1-week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and 'share of ear' competition. | INTRODUCTIONMusic listening is a popular and prevalent human choice activity. Americans spend about 32 h a week, or four-and-a-half hours a day, listening to music (Nielsen, 2017). There are over 250 million paid music streaming service subscribers, accounting for 37% of the US$19B industry (International Federation of the Phonographic Industry, 2019). Streaming technologies provide unprecedented access to millions of songs (Krause et al., 2015), making finding music a potentially overwhelming choice. Record companies invest at least US$5.8B annually on new artist scouting and marketing activities (International Federation of the Phonographic Industry, 2019).

show abstract