The wallet allocation rule considers which two key factors?

The wallet allocation rule is a concept that helps marketers understand how consumers distribute their spending among different brands within the same category. The two key factors in this rule are the rank of brands in terms of their appeal to consumers and the number of brands that consumers prefer or consider when making their purchasing decisions.

Understanding brand rank is crucial because it indicates which brands consumers are more likely to choose over others. For example, if a brand ranks highly in a consumer’s mind, they are more likely to allocate a larger portion of their budget to that brand. The number of brands considered by consumers also plays a significant role, as more options can dilute the spending allocation across multiple brands. This means that even if one brand ranks higher, the presence of many alternatives can cause consumers to spread their spending.

Therefore, the wallet allocation rule combines the concepts of rank (how brands are prioritized) and number (the variety of brands in a consumer's consideration set) to analyze consumer behavior regarding spending. This understanding helps marketers devise strategies that can increase brand loyalty and improve market share.