Matches in SemOpenAlex for { <https://semopenalex.org/work/W1569650397> ?p ?o ?g. }
Showing items 1 to 69 of
69
with 100 items per page.
- W1569650397 endingPage "183" @default.
- W1569650397 startingPage "173" @default.
- W1569650397 abstract "Managers are often required to interpret key brand performance measures such as penetration (the proportion of people who bought at least once) and average purchase frequency (number of times the brand is bought in a set period) that are presented according to certain categorisations of the population, such as by demographic groups. Such categorisations may also include psychographics, for example, but this analysis chooses to focus on demographics for the purposes of illustration. Brand performance measures may vary across these demographic groups, which presents a challenge for interpretation. This is because it is not easy to distinguish between the variance due to brand segmentation, and the variance that is due to variations in category buying among those demographic groups. This paper shows how to incorporate category level information in order to create ‘theoretical’ or expected brand performance measures for each demographic. The actual figures can then be compared with the expected figures, which makes exceptions or deviations that could signal brand-level segmentation easier to identify. The approach is tested on the breakfast foods category in Australia. The results show that over 95 per cent of the variance in brand performance across demographic groups is simply attributable to (a) the overall size of the brand; (b) the penetration of the category into each demographic; and (c) the average purchase frequency with which each demographic group buys the category. In this category, brand-level segmentation accounted for a very minor proportion of the difference in penetration levels for brands across various demographic groups. That said, the analysis method did identify two brands with markedly different performance levels compared with their expected levels, in specific demographics. One brand overperformed with younger families, and the other underperformed with larger families. These performance levels were checked against a subsequent year of data and found to be robust. The main managerial implication of this study is that a simple model can be used to identify ‘expected’ brand performance levels, and the method clearly shows that almost all the variation in brand penetrations into various demographic sub-groups is simply attributed to brand size and category level effects." @default.
- W1569650397 created "2016-06-24" @default.
- W1569650397 creator A5060376905 @default.
- W1569650397 date "2006-01-01" @default.
- W1569650397 modified "2023-10-07" @default.
- W1569650397 title "Interpretation of brand penetration figures that are reported by sub-groups" @default.
- W1569650397 doi "https://doi.org/10.1057/palgrave.jt.5740178" @default.
- W1569650397 hasPublicationYear "2006" @default.
- W1569650397 type Work @default.
- W1569650397 sameAs 1569650397 @default.
- W1569650397 citedByCount "9" @default.
- W1569650397 countsByYear W15696503972012 @default.
- W1569650397 countsByYear W15696503972016 @default.
- W1569650397 countsByYear W15696503972018 @default.
- W1569650397 countsByYear W15696503972020 @default.
- W1569650397 countsByYear W15696503972021 @default.
- W1569650397 countsByYear W15696503972022 @default.
- W1569650397 crossrefType "journal-article" @default.
- W1569650397 hasAuthorship W1569650397A5060376905 @default.
- W1569650397 hasBestOaLocation W15696503971 @default.
- W1569650397 hasConcept C105795698 @default.
- W1569650397 hasConcept C112698675 @default.
- W1569650397 hasConcept C121955636 @default.
- W1569650397 hasConcept C144024400 @default.
- W1569650397 hasConcept C144133560 @default.
- W1569650397 hasConcept C149923435 @default.
- W1569650397 hasConcept C15744967 @default.
- W1569650397 hasConcept C162853370 @default.
- W1569650397 hasConcept C192481860 @default.
- W1569650397 hasConcept C196083921 @default.
- W1569650397 hasConcept C2780084366 @default.
- W1569650397 hasConcept C2908647359 @default.
- W1569650397 hasConcept C2986834420 @default.
- W1569650397 hasConcept C33923547 @default.
- W1569650397 hasConceptScore W1569650397C105795698 @default.
- W1569650397 hasConceptScore W1569650397C112698675 @default.
- W1569650397 hasConceptScore W1569650397C121955636 @default.
- W1569650397 hasConceptScore W1569650397C144024400 @default.
- W1569650397 hasConceptScore W1569650397C144133560 @default.
- W1569650397 hasConceptScore W1569650397C149923435 @default.
- W1569650397 hasConceptScore W1569650397C15744967 @default.
- W1569650397 hasConceptScore W1569650397C162853370 @default.
- W1569650397 hasConceptScore W1569650397C192481860 @default.
- W1569650397 hasConceptScore W1569650397C196083921 @default.
- W1569650397 hasConceptScore W1569650397C2780084366 @default.
- W1569650397 hasConceptScore W1569650397C2908647359 @default.
- W1569650397 hasConceptScore W1569650397C2986834420 @default.
- W1569650397 hasConceptScore W1569650397C33923547 @default.
- W1569650397 hasIssue "2" @default.
- W1569650397 hasLocation W15696503971 @default.
- W1569650397 hasOpenAccess W1569650397 @default.
- W1569650397 hasPrimaryLocation W15696503971 @default.
- W1569650397 hasRelatedWork W2014178529 @default.
- W1569650397 hasRelatedWork W2323622689 @default.
- W1569650397 hasRelatedWork W3015527797 @default.
- W1569650397 hasRelatedWork W3016368426 @default.
- W1569650397 hasRelatedWork W3095888004 @default.
- W1569650397 hasRelatedWork W441730674 @default.
- W1569650397 hasRelatedWork W448556443 @default.
- W1569650397 hasRelatedWork W488782615 @default.
- W1569650397 hasRelatedWork W607024627 @default.
- W1569650397 hasRelatedWork W2537074806 @default.
- W1569650397 hasVolume "14" @default.
- W1569650397 isParatext "false" @default.
- W1569650397 isRetracted "false" @default.
- W1569650397 magId "1569650397" @default.
- W1569650397 workType "article" @default.