What is repeat purchase?
That’s just when a consumer tries an item, likes it, and then buys more of the same item because they had a positive experience with that item. For example, I tried a DiGiorno frozen pizza. I liked the flavor, toppings, and crust. It created brand loyalty for me – I won’t hesitate to buy one again. It’s a quality product that I like. I will make repeat purchases of that item. I also tell other consumers that it’s a good product, so that has a small positive effect on DiGiorno pizza sales. As a counter-example, I once tried a Tombstone frozen pizza. It was horrible and most of it was thrown away. No repeat purchases there. Even worse is that I tell other consumers to avoid that product, so that has a small negative effect on Tombstone pizza sales.
