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Heavy User Purchase Frequency, Demographics and Purchase Dynamics
Sandelman & Associates, Jan 2007, Pages: 64
Highly successful organizations cater to those who contribute the most to their success. In the quick-service industry, the VIPs are 'heavy users' who enjoy 12 or more occasions per month on average and 'super heavy users' who patronize a fast food restaurant 20 or more times a month. To help you better understand how to attract these users, Sandelman & Associates developed the Heavy User Purchase Frequency, Demographics and Purchase Dynamics 2007 report.
While not a perfect example of the 80-20 rule, the vast majority of fast-food occasions are owing to a relatively small segment of customers. Specifically, 78 percent of all quick-service restaurant occasions were contributed by heavy users, who made up only 34 percent of consumers in 2007. An even smaller usage segment, 'super heavy QSR users,' contributed 58 percent of all QSR occasions, though they make up only 18 percent of the population.
Now more than ever you'll benefit from analysis that will help you attract these highly coveted users. That's because there's evidence there are fewer heavy users and this usage segment is contributing fewer occasions than they have in the recent past.
This report examines usage trends, purchase dynamics and demographic profiles of heavy QSR users. Understanding who these heavy users are and how they behave can give operators better insight into how to attract and retain this key consumer group.
Specifically, the report explores heavy user incidence and contribution trends, slices and dices usage data by demographics and compares heavy and super heavy users. Operators will appreciate exhaustive data on daypart usage, service mode usage and 5-year trends. The report also includes how heavy users weigh various customer satisfaction attributes. In addition to demographic profiles, the report examines last purchase occasion details and 5-year trends on main meal item eaten, party size, amount spent and use of promotions.
Data for this report was collected from 2,400 respondents via telephone interviews conducted on a continuous basis throughout 2007 in Sandelman's National Quick-Track Study.
This report can be bought as a PowerPoint file or can be shipped in a spiral bound format.
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