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Definition

Sole usage is the fraction of a brand's customers who use only the brand in question. Sole users may be die-hard, loyal customers. Alternatively, they may not have access to other options, perhaps because they live in remote areas. Where sole use is 100 percent, the share of requirements is also 100 percent.[1]

Purpose

Sole usage is a useful metric for determining loyalty among a brand's purchasing base.

Construction

Sole usage percentage: The proportion of a brand's customers who use only that brand's products and do not buy from competitors.

Sole usage (%) = 100 x [Customers who buy only the brand in question (#) ÷ Total brand customers (#)]

References

  1. ^ 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. <http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292>


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