Category Management

Martin Günther, Ulrich Vossebein and Raimund Wildner
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Ulrich Vossebein: Technische Hochschule Mittelhessen

Chapter 16 in Market Research with Panels, 2022, pp 217-225 from Springer

Abstract: Abstract Until the mid-1990s, the classic consumer panel was used to describe and analyze the buyers of the products. Not only the special analyses were used in many cases, but these buyers were also divided into different buyer groups—so-called segmentations. Almost simultaneously, category management became established, and the consumer panel was given another additional role. With the shopper data, existing category management analyses could be enriched. Numerous additional indicators (potential indicators) were established, which today belong to the standard data of this discipline.

Date: 2022
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DOI: 10.1007/978-3-658-37650-5_16

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