Use of Consumer Panels for Brand-Share Prediction

John H. Parfitt

144 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Innovation Diffusion and Forecasting

Abstract

This article describes a method of predicting the market share for newly launched brands and the future equilibrium share of established brands after major promotional activity. The method is dependent on the continuous purchasing data obtainable from consumer panels and is developed from numerous case histories from the Attwood Consumer Panel in Great Britain to illustrate the use of the technique and its refinements.

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1960Early Prediction of Market Success for New Grocery Products

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