From understanding consumer behaviour to testing category strategies

Article Abstract:

The use of Category Management research has been growing in all parts of the world, despite comments that it will never reach the global marketers and major retail markets. However, standardization must be implemented especially in multinational or cross-cultural studies. Moreover, there must be flexibility in the research tools so that varying dynamics will be considered within the retail businesses, the categories and the clients' businesses.

Methods, Management, Retail industry, Retail trade, Marketing research

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How do consumers feel advertising works?

Article Abstract:

A research paper on consumer appreciation of advertising written in 1983 revealed the growing sophistication of UK consumers. Aside from covering a wide array of products and genres, the paper revealed different views regarding the effectiveness of advertising. As a result, the study allowed advertising planners and researchers to predict consumer responses to advertising irrespective of brand/product usage criteria or demographics.

Advertising, Advertising and Related Services, Consumer Advertising

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Use of consumer panels for brand-share prediction

Article Abstract:

The effectiveness of using consumer panel data to determine the market share of new or existing products is studied. Results show that consumer panel data can provide accurate predictions of market share. Predictions can be made before the market share of products stabilizes making these valuable marketing tools. The existence of consumer behavior rules that can be used in marketing decisions is also observed.

Market share, New products, Product introduction

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