Честота на покупка и количество в съвременния маркетинг
Purchase Frequency and Quantity in Contemporary Marketing

Author(s): Aleksandar Hristov
Subject(s): Economy, Supranational / Global Economy, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: consumer behavior; marketing, purchase frequency; repeat purchases; digital marketing; marketing communications
Summary/Abstract: The article presents some statements and observations regarding important, although currently not much considered aspects of contemporary marketing – frequency of purchases and quantity of goods consumed. It is assumed that there is a clear connection, however, the crises of recent years and changes in consumer behavior have shown the need for more in-depth research. The reason – this has a very direct impact on the planning and implementation of marketing and communication strategies and on the building of brand loyalty, especially international and global ones. The position is also stated that the dependence between the frequency of consumption and the quantity consumed is directly related to the impressions of the first purchase and the variety of choices.

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