Category management and effective consumer response: the role of market research

Bob Qureshi and Jenny Baker

This paper describes the research that has been carried out by Van den Bergh Foods Ltd as part of the category management process.

Category management and effective consumer response: the role of market research

Bob Qureshi (The Harris Research Centre) and Jenny Baker (Van Den Bergh Foods) United Kingdom

INTRODUCTION

It is about time the fast moving consumer goods industry had another buzz word! It all started just after World War II when a depressed world market needed a kick-start to get the economy moving. Many markets had come out of reverse gear and needed to move out of neutral and into first gear. Just like that essential first cup of coffee when you reach the office in the...

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