Pareto Effect

Pareto effect is a phenomenon commonly observed by most of the companies in which a small customer gives a large portion of total sales. This is often referred to as the rule of 80/20, or the Pareto effect, of which about 20 percent of customers contribute to about 80 percent of sales.

A graph of the proportion of customers who provide a specific number of sales can resemble the proportion of the relationship as depicted on the display 3-1. In the graph, customers are categorized into groups A, B, or C according to the proportion of sales that they provide. A customer may represent 25 percent of total subscribers, contributing about 70 percent of total sales; B customers who represent 55 percent of total subscribers, contributing about 20 percent of total sales, and customer C, which represents about 20 percent of the total customer to contribute the rest is about 10 percent.

 

Display. Pareto Effect: Log Normal Distribution

Pareto effect is found in all types of markets, from industrial capital goods, financial services, to the consumer. Facts about the marketing implications of this seems clear: marketers need to focus efforts and programs to customers with high purchasing. One of the important tasks in marketing planning is to be able to choose the best 20 percent of your market and focus on it.