Caracterizando a los consumidores en los mercados de consumo de alta frecuencia
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2007Abstract
FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and describe them through both price and sales promotions sensitivity, and consumer loyalty.
Palabra/s clave
FMCG
Segmentation
Consumer choice
Productos de alta frecuencia
Fast moving consumer goods