دانلود رایگان مقاله تحلیل متقابل سهم بازار معیار عملکرد نام تجاری بازار FMCG

abstract

The strong relationship between market share and other metrics (i.e., penetration rate, purchase frequency, share of requirements) is well-documented in the marketing literature. However, there is no systematic meta-analysis of this important empirical generalization. This study quantifies the category-level correlations between market share and the aforementioned brand metrics. The category-level effects of promotional intensity, existence of sub-segments, purchase volume variation, and competition from private label and niche brands on these correlations are tested using grocery data from more than 400 categories. These factors have a negative effect all in three observed correlations with one exception. Promotional activity increases the correlation between market share and share of requirements. These results further generalize our knowledge of “Double Jeopardy” in FMCG markets and support the advice to brand managers to concentrate on increasing penetration rather than purchase frequency or share of requirements.

5. Results and discussion

5.1. Pattern and variance of correlations As Table 2 shows, there is significant and negative correlation between the three correlation measures (Correlation(market sharepenetration), Correlation(market share-purchase frequency), Correlation(market share-share of requirements)) and most of the predictors (category characteristics). This provides a preliminary non-model support for hypothesized patterns. To estimate the (population) correlation of market share with penetration, purchase frequency and share of requirements across FMCG categories, we used the Hunter-Schmidt estimate (Hunter and Schmidt, 2004). The estimates of the population correlation and its variance are presented in Table 3 Details of the estimation procedure are included in the note of Table 3. It is clear that market share and penetration are highly correlated, with a correlation of 0.941. The correlations of market share/purchase frequency (0.537) and market share/share of requirement (0.618) are both significantly positive. High market share brands have correspondingly high levels of penetration. The levels of market share and the other metrics (purchase frequency and share of requirements) are also positively related. Overall, these results from more than 400 FMCG categories provide strong evidence of a DJ pattern. Smaller brands have fewer customers, are purchased less frequently and have less loyal customers, as measured by share of requirements.