Giang Trinh

Oct 16, 2023 | contagious.com | Giang Trinh |John Dawes

Where is the brand growth potential? An examination of buyer groupsBy Giang Tue Trinh, John Dawes and Byron Sharp. Published in Marketing LettersGive it to me in one sentence. Almost all brands will grow more off the back of light and non-buyers than heavy ones. Give me a little more detail. The researchers investigated the potential contribution of three buyer groups – previous non-buyers, light buyers and heavy buyers – to a brand’s future sales.