Abstract:

As we know, all that has changed and we now have a very cautious, discerning and rational shopper. The push economy has finally become the pull economy. Just as marketing has become a business term, category management is becoming the business term of the next millennium. As a consequence, researchers need to be aware of the different research methods used and the importance of research in the category management process. This paper describes the approach adopted by Van den Bergh Foods in using research in their category management process.