Category management. Understanding the consumer as key to success

This paper describes the Category Management methodology used through Consumer Panel information in different countries in Latin America (Argentina, Brazil and Chile), aimed at opportunities for manufacturers and retailers in the search for the best business results.

Category Management

Understanding the consumer as key to success

Dionisio Seissus GarcíaLatinPanel, Brazil.

Ana Cláudia Hernandes FiorattiLatinPanel, Brazil.

INTRODUCTION

The paper describes the Category Management methodology through the Consumer Panel use, presenting examples of market share for the Hair Care Category (Shampoo and Hair Conditioners) in a specific chain of supermarkets referred to in this paper as Chain A during the period July 2003 – June 2004 for Argentina, Brazil, and Chile, specifically:

  • Facts related to consumer factors that explain the chain's market share in terms of loyalty(Hair Care expense of customers' chain in the same...

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