Consumer panels

Date of publication: June 15, 1998

Author: Arup Bose

Abstract:

This paper describes how switching data obtained from consumer panels can be used to understand differences in market dynamics across markets and the implication of this on brand strategy. It also attempts to identify the reason that leads to the difference in dynamics between the markets. The paper concludes by showing how this learning helps the client set priorities for each market thereby helping him allocate resources between branding and trade developmental activities.

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