According to the A-T-A-R model, long-run market share can be expressed as MS= T × R × AW × AV. In this equation, "R" is the:
A) ultimate long-run trial rate.
B) ultimate long-run repeat purchase rate.
C) percent availability.
D) percent awareness.

Question

Quizplus · Accepted Answer

According to the A-T-A-R model, "R" represents the ultimate long-run repeat purchase rate, which refers to the percentage of customers who repeat purchase a product after trying it for the first time.

According to the A-T-A-R Model, Long-Run Market Share Can Be