The impact of competitive interactions on category penetration and purchase frequency of mature FMCG categories

Details

Serval ID
serval:BIB_FD7E8ADE7493
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Institution
Title
The impact of competitive interactions on category penetration and purchase frequency of mature FMCG categories
Title of the conference
Proceedings of the 30th International Conference of the System Dynamics Society
Author(s)
Rochat L., van Ackere A.
Address
St. Gallen, Switzerland
ISBN
978-1-935056-10-2
Publication state
Published
Issued date
2012
Language
english
Abstract
Many fast moving consumer goods (FMCG) categories like laundry detergents, diapers or cereals are mature and rather stable, so the interest is high for manufacturers to make diagnostics on the category and their brand to find growth opportunities. Attempts to model mature category dynamics have mostly been based on probabilistic models. The most famous one is the “NBD-Dirichlet” model, which was first presented in 1984 and has subsequently triggered significant research in the area. The model has limitations as it assumes stable marketing and promotional activity and stable category dynamics. This paper uses a system dynamics model to relax some of these stability assumptions and explain how competitive dynamics impact the total category penetration, purchase frequency and volume size over time.
Keywords
FMCG category dynamics, Competitive interactions, Impact of promotions, Brand choice, Buyer behavior, Consumer purchasing, NBD-Dirichlet theory
Create date
20/04/2016 7:50
Last modification date
21/08/2019 5:12
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