Purchase behaviour for new product evaluations - A new consumer segmentation

Maiko Kawaguchi

This paper proposes a new method for evaluating new product introductions in Japan, based on user segmentation by purchase behaviour and attitude data from a single-source panel.

Purchase behaviour for new product evaluations: A new consumer segmentation

Maiko KawaguchiBrand Marketing Solution Promotion Group, INTAGE, Japan

THE NEED FOR A NEW APPROACH

Succeeding in Asia's most competitive FMCG market requires all the tools in the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today