Research Currents: Understanding Consumer Response to Category Management Through Virtual Reality

Category management is becoming a common business practice in the packaged-goods industry. However, few research tools exist to help manufacturers and retailers study its impact.

Understanding Consumer Response to Category Management Through Virtual Reality

Stephen P. Needel Simulation Research, Inc.

Category management is becoming a common business practice in the consumer packaged-goods industry. However, few research tools exist to help manufacturers and retailers study the impact of category management initiatives. This paper presents a virtual reality shopping simulation, known as Visionary Shopper® , which allows us to consider the sales implications of changing product assortments and layouts in the store, without the cost, timing, or difficulties of in-store testing. A series of examples of how this system has been used are presented.

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