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Penetración de compra

English translation: Purchase penetration

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08:59 Feb 8, 2018
Spanish to English translations [PRO]
Business/Commerce (general)
Spanish term or phrase: Penetración de compra
Hi all,

I'm not sure how to translate the term "penetración de compra":


La marca XXX ha mejorado su posición tanto en penetración como en preferencia de marca, según la última edición del ranking “Brand Footprint España” elaborado por Kantar Worldpanel, el mayor estudio de marcas de Gran Consumo basado en compras reales.
La compañía XXX se alza como la cuarta marca por penetración en los hogares españoles, con un 61,3% de penetración de compra anual frente a un 60,7% del año anterior, en el que ocupaba la octava posición.


I know "penetración de mercado" is "market penetration" but I'm unsure about "penetración de compra".

Any ideas?

Kind regards,
oliviacasero89
United Kingdom
English translation:Purchase penetration
Explanation:
Improving Marketing Effectiveness - Page 152 - Google Books Result
https://books.google.es/books?isbn=1861970544
Robert Shaw - 1998 - ‎Business & Economics
... less regularly in other markets Description and methodology Market leadership is measured by using one or more indicators, such as relative market share (either unit volume or value), relative purchase penetration (purchase penetration being the percentage of potential purchasers in a population who have purchased ...

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Note added at 1 hora (2018-02-08 10:53:38 GMT)
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Concept Evaluations - Product Evaluations, Inc.
www.productevaluations.com/research/ConceptEvaluations.asp
Competitive advantage; Breadth of purchase penetration; Volume/sales; Market need. Understand best markets and purchase motivators - maximize sales upon product launch! Product Evaluations' detailed analysis provides a three-dimensional view of your concept by industry segment. Product positioning indicators; Fit ...

decoding the impact of digital influence in fmcg - BCG
https://media-publications.bcg.com/BCG-Google-Digital-impact...
Sep 14, 2017 - Among urban users with >4 years digital age, online purchase penetration already at 45% compared to ~30% for digital age < 6 months. E-Commerce penetration to vary across categories. • Very high penetration of 10+% by 2020 in categories like nutraceuticals and color cosmetics. • High penetration of ...

Calculation of theoretical brand performance measures from the ...
https://www.researchgate.net/.../228889287_Calculation_of_th...
Besides being representative of some key underlying characteristics of consumer memory, associative penetration shows an obvious analogy with purchase penetration, which is of practical relevance. Purchase penetrations can be used to estimate the average repertoire size, which is defined in literature as the average ...
Selected response from:

Lisa McCarthy
Spain
Local time: 11:10
Grading comment
Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +5Purchase penetration
Lisa McCarthy


  

Answers


1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +5
Purchase penetration


Explanation:
Improving Marketing Effectiveness - Page 152 - Google Books Result
https://books.google.es/books?isbn=1861970544
Robert Shaw - 1998 - ‎Business & Economics
... less regularly in other markets Description and methodology Market leadership is measured by using one or more indicators, such as relative market share (either unit volume or value), relative purchase penetration (purchase penetration being the percentage of potential purchasers in a population who have purchased ...

--------------------------------------------------
Note added at 1 hora (2018-02-08 10:53:38 GMT)
--------------------------------------------------

Concept Evaluations - Product Evaluations, Inc.
www.productevaluations.com/research/ConceptEvaluations.asp
Competitive advantage; Breadth of purchase penetration; Volume/sales; Market need. Understand best markets and purchase motivators - maximize sales upon product launch! Product Evaluations' detailed analysis provides a three-dimensional view of your concept by industry segment. Product positioning indicators; Fit ...

decoding the impact of digital influence in fmcg - BCG
https://media-publications.bcg.com/BCG-Google-Digital-impact...
Sep 14, 2017 - Among urban users with >4 years digital age, online purchase penetration already at 45% compared to ~30% for digital age < 6 months. E-Commerce penetration to vary across categories. • Very high penetration of 10+% by 2020 in categories like nutraceuticals and color cosmetics. • High penetration of ...

Calculation of theoretical brand performance measures from the ...
https://www.researchgate.net/.../228889287_Calculation_of_th...
Besides being representative of some key underlying characteristics of consumer memory, associative penetration shows an obvious analogy with purchase penetration, which is of practical relevance. Purchase penetrations can be used to estimate the average repertoire size, which is defined in literature as the average ...

Lisa McCarthy
Spain
Local time: 11:10
Specializes in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 206
Grading comment
Selected automatically based on peer agreement.

Peer comments on this answer (and responses from the answerer)
agree  Jane Martin
4 mins

agree  neilmac: I was going to post "purchasing penetration" before I'd even looked at the context… :)
47 mins
  -> Cheers, Neil :-)

agree  philgoddard
1 hr
  -> Thanks, Phil :-)

agree  Ginna Ma: Agree as well. I was about to post the following and found that Lisa's response was on target. http://www.informit.com/articles/article.aspx?p=463943&seqNu...
9 hrs
  -> Thanks, Ginna :-)

agree  AllegroTrans
1 day 11 hrs
  -> Thanks :-)
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