Abstract:

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.