Topic 4 consumer data

Question 1

data coding (54)49000232489

Answer 1

produced in belgium

Question 2

data coding 54(49000)232489

Answer 2

manufacturer code

Question 3

data coding 5449000(232489)

Answer 3

SKU

Question 4

parfitt and collins market share

Answer 4

buyers share x brand loyalty x intensity

Question 5

buyers share

Answer 5

number of brand buyers/ number of product buyers
example = 6/8

Question 6

brand loyalty

Answer 6

volume bought of brand by brand buyers/ volume bought of product by brand buyers
example 19/36

Question 7

Purchase intensity

Answer 7

average product volume bought by brand buyers/ average product volume bought by product buyers * 100

example =36/6 / 39/8

Question 8

what actions to take: buyers share

Answer 8

potential of buyers
publicity
promotion
presence in distribution
price

Question 9

brand loyalty? actions

Answer 9

image
quality
presence in distribution
price

Question 10

intensity actions

Answer 10

range of products
packaging size
brand duplications
price

Question 11

GFK consumer data retail types

Answer 11

hypermarkets
super markets
soft discounters
hard discounters
proximity integrated
special outlets and foreign
all together is total market

Question 12

measure tree: revenue

Answer 12

average price x volume

Question 13

measure tree: volume

Answer 13

buyer x volume per buyer

Question 14

volume per buyer measure tree

Answer 14

buyer per trip x frequency

Question 15

measure tree buyers

Answer 15

universe times penetration

Question 16

universe

Answer 16

population

Question 17

pos

Answer 17

point of sales tracking

Question 18

ad hoc surveys

Answer 18

research that is done once for a specific client

Question 20

on demand of

Answer 20

companies
governments