Which of the following best describes the acquisition rate in marketing?

The acquisition rate in marketing specifically refers to the percentage of purchases made by non-regular buyers, which aligns perfectly with the concept of acquiring new customers. This metric focuses on how successfully a business can attract and convert new customers who have not previously engaged with the brand.

Understanding the acquisition rate is crucial for assessing the effectiveness of marketing strategies aimed at expanding the customer base. It helps companies identify how well they are performing in reaching and persuading potential customers who are not already part of their loyal clientele.

In contrast, the other options do not accurately describe the acquisition rate. The percentage of discounts used relates to promotional effectiveness, the proportion of purchases by repeat customers measures customer loyalty rather than acquisition, and the rate of customer complaints pertains to customer satisfaction and service quality, which does not directly reflect acquisition efforts.