营销策略品类管理与消费者关系研究.pptVIP

* Category Management Understanding the consumer as key to success Dionisio Seissus García Ana Cláudia Fioratti ESOMAR, México – October 2004 Consumer Panel Methodology Continuous Research that has the main objective to understand the same group of households, the spontaneous purchase behavior of consumers. Diary Purchases of more than 70 mass consumption categories (Food, Household Cleaning, Personal Care and Non Alcoholic Beverages) Latin American Coverage Coverage: 14 Countries Sample: 25,000 HouseHolds Category Management Analysis Opportunities for manufactures and retailers pe