Household penetration definition
Increase focus on household penetration
How Penetration Rate is Calculated
Household penetration is defined as the portion of total households reached within a geographical area by a product or a service.
Definition of household penetration (HHPEN): Portion of total households reached within a geographical area by a periodical (newspaper, magazine).
Description:It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population. Penetration metrics help indicate which of these strategies would be most appropriate and help managers to monitor their success. These equations might also be calculated for usage instead of purchase. The proportion of people in the target who bought at least once in the period a specific brand or a category of goods. The penetration rate also called penetration, brand penetration, or market penetration as appropriate , is the percentage of the relevant population that has purchased a given brand or category at least once in the time period under study. Over a period of a month, in a market of 10, households, households purchased Big Bomb brand flea foggers.
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