Purchase behaviour for new product evaluations - A new consumer segmentation

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


Succeeding in Asia's most competitive FMCG market requires all the tools in the marketer's arsenal. With so many established brands and so many new launches each year the chances of surviving in the Japanese market are limited. The cutting-edge techniques developed here will be the critical success factors across Asia in the years to come.

As Figure 1 shows, of thirteen new beer brands launched between July 2007 and June 2008 in Japan, seven achieved...

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