The correct understanding of the Evaluating Audience model demands that the
following conditions are observed:
• The make-up of the Group – represented by the area of the distribution –
is limited to individuals aware of, or well aware of, the product/brand,
thus carrying a perceived value of the product as a basis for their decision
on buying or not.
• "Buyers" are individuals actually buying the product – not just uncommitted
telling that they judge the product to be worth the price asked.
The decision to buy is the proof, that an individual estimates the product
to offer value for (his) money at his particular state of need. The share of
buyers relative to non-buyers may thus, statistically, be fairly stable from
day to day for mass marketed products, while the actual buyers are incessantly
changing their position between buying and non-buying.