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THE ULTIMATE CPG DICTIONARY
Law of Buyer Moderation
Extremely heavy or light buyers in one period tend to regress toward average purchasing in subsequent periods.
How it's Calculated:
Track buyer cohorts across time periods to see if heavy/light purchase behavior regresses to average levels.
Example:
A shopper who buys 12 bottles of wine in December may buy only 2 in January, moving closer to their typical 4–5 bottles per month.
Category:
Consumer/Market Metrics
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