Buyer penetration

Buyer penetration - Indicates what proportion the buyers of a brand have in relation to all buyers of the product or merchandise groups.

Example: From a sample of 20,000 households, 10,000 households bought a chocolate bar last year. Of these households, 2,000 bought brand A.

Buyer penetration = buyer of brand A * 100 / buyer of the entire product group = 2,000 * 100 / 10,000 = 20%