Dirichlet Model: Patterns of Buyer Behaviour
The patterns of consumer behaviour using the Dirichlet Model:
This marketing model is about habitual near steady state consumer behaviour. It is not dynamic. In dynamic situations, it does provide a benchmark.
Purchasing of Individual Brands
- Brands have very different no. of buyers, in line with their market shares
- Average Purchase Frequencies are much similar among brands
- Double Jeopardy (DJ) effect – Smaller brands not only have fewer buyers but those who buy them also buy less often.
- Average amount bought per purchase occasion varies little from brand to brand
- Most buyers of a brand buy it very infrequently
- Most consumers of a specific brand buy it only once a year or so
Purchasing competitive Brands
- Most consumers tend to buy more than one brand over a period of time
- Few consumers of a brand are 100% loyal to that one brand over a long series of time period (even less 100% loyalty for smaller brands – DJ effect again)
- 100% buyers usually do not buy the brand heavily
- A brand’s customer buy other brands in total far more often in a period like a year than they buy the brand itself
- Which other brands and brand’s customers also buy is mostly much the same from brand to brand
- The dominant factor for the purchase duplications between brands is the penetration of each brand, in a near constant proportion (Duplication of Purchase Law)
- Most markets are largely unsegmented for more or less substitutable brands
- Brand shares are much the same for the lighter and heavier category buyers
Each individual consumer habitually buys from a small repertoire of brands, with steady long run propensities or probabilities of buying.
Extracted from Patterns of Buyer Behaviour: Regularities, Models and Extensions (1995) by Uncles, M, Ehrenberg, A & Hammond, K