Abstract: The assumption that single purchase payment and inter-purchase time are independent is inconsistent with real purchase behaviors.The interdependence between the two variables may be concealed by a seemingly insignificant correlation coefficient.Therefore,the decomposition of the total store purchase based on the independence assumption could not represent the real purchase pattern accurately.Based on the analysis of consumer purchase behaviors,we develop a decompositional model which takes in the interdependence between single purchase payment and inter-purchase time,and the impact of marketing efforts. Our empirical analysis shows the effectiveness and managerial implications of the model in analyzing customers'total store purchases.

Key words: total store purchase decomposition, purchase payment, inter-purchase time