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...