Question 1

Based on the analysis of a household panel data of 500 customers in a metropolitan area X in Southeast of US, we obtained the following statistics for Emergen-C over a year period. Based on these statistics, please calculate the percentage of penetration, buying rate, purchase frequency and purchase size for Emergen-C.

	Emergen-C in Metropolitan Area X
Total revenue	$ 3,670
Total households buying	112
Total purchase occasions	564

1. Penetration (%): _______________________________ (5 points)

2. Buying rate: ___________________________________ (5 points)

3. Purchase frequency: ____________________________ (5 points)

4. Purchase size: _________________________________ (5 points)