For the German apple market those who buy Pink Lady (second brand in the columns) 63% also buys Golden Delicious. Among those who buy Elstar 66% also buys Golden Delicious. For Jonagold buyers this percentage is 70%, and so on. The average of 63% (last column) gives a good indicator of the opportunity that brand buyers in the apple market will buy Golden Delicious too.
This fixed ratio (last column) decreases in line with the size of the market penetration of the brands (first column). Note: it is not the same percentage, however the decrease runs parallel with brand size.