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Design/Methodology:
Special analysis
of CPS data. Single period of purchase data appropriate to
number of times a category is bought by a consumer.
Marketing
Issues Addressed:
- Which shoppers are important to my brand?
- Who is buying, how often and where?
- Is this changing over time?
Analyses
Delivered:
Key dynamics of
brand purchasing segmented by ‘heavy’ brand buyers,
frequent brand buyers, and source of purchase. Shopper duplication
across outlets for all purchasing indicates a brand buyer’s
general store preference.
Works With:
Retail measurement brand and category KPIs.
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