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...