POSTPURCHASE USES AND DISPOSAL
Marketers should also monitor how buyers use
and dispose of the product ( Figure 6.7). A key driver of sales frequency is product
consumption rate—the more quickly buyers consume a product, the sooner they may be back in
the market to repurchase it.
Consumers may fail to replace some products soon enough because they overestimate product
life.71 One strategy to speed replacement is to tie the act of replacing the product to a certain holiday,
event, or time of year.