The consumer

Date of publication: June 15, 1997


The consumer panel has traditionally been an instrument used by marketing departments with the objective of obtaining a tracking of the market and the consumer. During the last years, a very important contribution to the development of consumer panels, from the viewpoint of aggregate and/or desegregate information, has been carried out in the field of trade information from the consumer’s prism. In this paper we will try to show a way of providing new information to improve the manufacturer’s sales strategy and provide better comprehension of the consumer by retailers.

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