8fcb62ec_rics___Introduction___FT_Press__Considerations
[0] 2.5 [Metric] Share of Requirements [Construction] Brand purchases as a percentage of total category purchases by buyers of that brand. [Purpose] Level of commitment to a brand by its existing customers. [Considerations] 
Can use either unit or revenue shares. May rise even as sales decline, leaving only most loyal customers.
Marketing Metrics: Understanding Market Share and Related Metrics | Introduction | FT Press
Considerations