The covariates of regularity in purchase timing

Kapil Bawa, Avijit Ghosh

Research output: Contribution to journalArticlepeer-review


An examination of the timing of consumers' purchases for coffee reveals that consumers vary a great deal in terms of the regularity of their purchasing behavior. Some consumers make purchases at seemingly random time intervals, while others purchase at highly regular intervals. The measurement of regularity in purchase timing, as well as the identification of its covariates, is important in many contexts such as modeling purchase incidence and sales forecasting. We measure the degree of regularity among a sample of coffee purchasers and identify several consumer characteristics that vary with the degree of regularity in purchase timing. Results show that regularity in purchase timing is related to brand loyalty, store loyalty and deal proneness, as well as to certain pattern of routinization by the households, and that regularity may be used, along with other aspects of purchase behavior, to provide a basis for market segmentation.

Original languageEnglish (US)
Pages (from-to)147-157
Number of pages11
JournalMarketing Letters
Issue number2
StatePublished - Apr 1 1991
Externally publishedYes


  • Purchase Behavior
  • Purchase Incidence
  • Purchase Regularity

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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