MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 5. Frequency, quantity, and timing of purchase?
This section needs to detail when, how often, and in what quantity customers make purchases and helps marketers make decisions regarding issues like package size and distribution channel selection. For example, soft drink producers found that customers purchase very differently for at home consumption and for away from home consumption. In home consumption is served largely by grocery and beverage distribution channels and packages tend to be larger such as six, twelve, and twenty four container packages. Out of home consumption tends to occur whenever the customer gets thirsty. Package sizes tend to be single serving and vending machines are an important distribution channel.