Studies purchasing behaviour for the leading brands of a frequently bought household product and discusses this. Enquires in depth about the nature and habits of those buyers of a brand – who in a given time period purchase that brand to the exclusion of competitors. Focuses on the purchasing behaviour of sole buyers (who mostly buy only one particular brand). Examines the incidence of sole buyers; frequency of buying, and period‐to‐period repeat buying; how many in a given period; how often purchased in that period; and how many buy it again in the next period? Concludes that present findings give one answer – showing that the sole buyer as defined is more regular in his/her buying behaviour than is the average buyer of the brand.
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