In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ: Affirming Andrew Ehrenberg’s Principles
Mark Uncles
University of New South Wales
Rachel Kennedy and Magda Nenycz-Thiel
Ehrenberg-Bass Institute
Jaywant Singh
Kingston University
Simon Kwok
University of New South Wales
Management slant
- Market research shows that user profiles of directly competing brands seldom differ.
- The evidence is consistent for different time periods, sources, countries and product categories, for brands, private labels, and variants.
- Consumers see these directly competing offerings as substitutable, despite attempts by marketers to differentiate brands and provide customized features for distinct groups...