As a brand manager for P&G, you are attempting to discover the relative
brand loyalty of people who buy your brand of toothpaste. You conduct some market research with 1,000 customers. Within this set of consumers, over the last 2 months 500 purchased Crest (your brand), 600 purchased Colgate, 300 purchased Signal, 250 purchased Ultra-Brite and 350 purchased Chlorodent. Of the 500 people who purchased Crest (your brand), 350 only bought Crest, 100 bought both Crest and Colgate, and 50 bought Crest, Signal and Ultra-Brite. What is the average # of brand purchases per Crest customer, and how does this compare to the average category purchaser?
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