An Observational Criterion of Repurchase Performance

Abstract

The period immediately following the consumer's initial purchase of a new product is an appropriate time to study the beginnings of repurchase behavior as well as to measure accompanying attitude changes. This article describes an observational-analytical design for developing this information. The design applies for products that remain in their original packages until used, such as a new toothpaste or floor wax as compared with a new toilet soap.