Advances in category management research

Date of publication: September 22, 2002

Company: PepsiCo

Abstract:

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management solutions. The reason for this lack of cohesion stems from the misapplication of current technologies and, often, an overly simplistic view of the mapping of consumer attitudes and opinions to category management solutions.Virtual reality shopping techniques are discussed as a time and cost efficient method of determining whether a category management solution produces the end goal - more sales for the manufacturer and more sales for the retailer.

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