Brand proliferation and consumer purchasing

Date of publication: September 1, 1996

Company: Nielsen

Abstract:

This paper focuses on how consumers and fast moving consumer good markets are changing in Western Europe and North America. We examine the impact of brand proliferation on category purchase dynamics, assess the durability of consumer interest in new brands in the face of this proliferation, and weigh the implications of these shifting tides for Simulated Test Market models.

  • PDF
  • This could also be of interest