US EditionHow Categories Grow: The Behavioural Drivers of Revenue Growth
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littlebytesnews.comHow Categories Grow: The Behavioural Drivers of Revenue Growth
Abstract This study examined category revenue growth and decline in the consumer packaged goods (CPG) industry from a buyer behaviour perspective. Using 13 years of US household panel data for 474 categories, the research documents the incidence and behavioural drivers of category revenue changes. Unlike previous work that focused on total sales, this study disaggregates revenue into four buyer behaviour components: penetration, purchase frequen
·Charlottesville, United States
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