Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
is the fraction of a
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.
Sole usage is a useful metric for determining loyalty among a brand's purchasing base.
Sole usage percentage:
The proportion of a brand's customers who use only that brand's products and do not buy from competitors.
(%) = 100 x [Customers who buy only the brand in question (#) ÷ Total brand customers (#)]
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. <
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"