Prometheus. From household panels to global brand management systems

Laurent Zeller and Denis Delmas

In France, over the last five years, consumer purchasing trends have undergone immense changes and have therefore been thrown back into question.

Prometheus. From household panels to global brand management systems

Denis Delmas and Laurent Zeller, SECODIP, France

CONTEXT: THE RECENT DEVELOPMENT OF CONSUMER PURCHASING AND THE NEED TO ADAPT INFORMATION SYSTEMS

In France, over the last five years, consumer purchasing trends have undergone immense changes and have therefore been thrown back into question. With regard to marketing practices, this has led to increased difficulty in understanding the consumer's purchasing decision process.

This difficulty is a result of the following factors:

1. Since the early 1990's, the social and psychological context has become increasingly difficult, which has made...

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