Penetration rate is popularity of an item in terms of usage or purchase.
It is measured by these three steps:
1) Determine the market penetration of the product. (Number of people who buy or use product).
2) Compute the brand penetration. (Number of people who buy or use the brand divided by the market size).
3) Calculate the brand pentetration share. (Ratio of the brand penetration to the market penetration. This will be represented as a percentage.
