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

Détails

ID Serval
serval:BIB_FD7E8ADE7493
Type
Actes de conférence (partie): contribution originale à la littérature scientifique, publiée à l'occasion de conférences scientifiques, dans un ouvrage de compte-rendu (proceedings), ou dans l'édition spéciale d'un journal reconnu (conference proceedings).
Collection
Publications
Institution
Titre
The impact of competitive interactions on category penetration and purchase frequency of mature FMCG categories
Titre de la conférence
Proceedings of the 30th International Conference of the System Dynamics Society
Auteur⸱e⸱s
Rochat L., van Ackere A.
Adresse
St. Gallen, Switzerland
ISBN
978-1-935056-10-2
Statut éditorial
Publié
Date de publication
2012
Langue
anglais
Résumé
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.
Mots-clé
FMCG category dynamics, Competitive interactions, Impact of promotions, Brand choice, Buyer behavior, Consumer purchasing, NBD-Dirichlet theory
Création de la notice
20/04/2016 7:50
Dernière modification de la notice
21/08/2019 5:12
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