Question 1: using Table 1 interpret the Duplication of Purchase pattern for Homegrown and discuss what this indicates about the loyalty and brand purchasing patterns of Homegrowns buyers.

Question 2: using Table 2 interpret the Double Jeopardy pattern for Homegrown and discuss any implications of the pattern on how Homegrown can increase their market share.

Please answer as specific as possible. thank you

41 Table 1: Duplication of purchase law for fruit juice - New Zealand, October - December 2019 Percentage (%) of buyers who also bought brand Buyers of brand Just Juice Keri Fresh Up McCoy Homegrown | Thexton's Just Juice 52 17 11 9 Keri 65 40 16 12 Fresh Up 63 54 17 7 McCoy 56 42 14 7 Homegrown 67 54 43 18 8 Thexton's 62 51 43 19 12 - 00 11 66 Average 65 53 42 17 12 8 Table 2: Double jeopardy pattern for fruit juice - New Zealand, October - December 2019 Annual Market Purchase Frequency Market Share % Penetration (average) Just Juice 30 53 3.4 Keri 3.2 Fresh Up 20 41 3.1 McCoy 10 23 3.0 Homegrown 9 19 3.0 Thexton's 5 12 2.7 25 48