search query: @journal_id 128 / total: 433
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| Author: | Johnson, M. |
| Title: | From understanding consumer behaviour to testing category strategies |
| Journal: | Journal of the Market Research Society
1999 : JUL, VOL. 41:3, p. 259-288 |
| Index terms: | Retailing Market research Consumer behaviour Pricing Policy South America North America Europe |
| Freeterms: | Consumer response |
| Language: | eng |
| Abstract: | The benefits of Category Management for a supplier organization are maximised when there is a purchase marketing strategy in place for the category. Purchase marketing is essentially using the store as a marketing medium. Tools used are such as position on shelf, pricing, communications and in-store promotions. This paper highlights various research approaches used for Category Management using case material from Brazil to Canada and the UK. It is also discussed on the dynamics of purchase marketing in different contexts. It is described how manufacturers can successfully develop alternative strategy for managing brands. |
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