Abstract:

This article deals with the difficulties a researcher faces when attempting to set up a consumer panel in an emerging nation. Besides explaining panel origin, characteristics and methodology, the purchasing behaviour of 117 homes in the VII Region of the Maule is both identified and followed up. The panel gathers details about buyers, suppliers, preferences, media exposure and forms of acquisition. Data collected for each socio-economic group (SEG) - ABC1, C2C3 and DE, for seven food brands, can be analysed at product field and brand level. The sample was obtained through a multi-stage, non-proportional random procedure. A strict control of non sampling errors was applied. This error control policy, together with a public relations campaign segmented by SEG, brought about a reduction in the rate of panel abandoning from an expected 20% to an effective 3.3%. Such procedures contribute to the improvement of efficiency in panel establishment. This longitudinal study allowed us to identify regional consumption patterns by socio economic groups.