Supporting the category management challenge: How research can contribute

This paper examines the concept of Category Management in retail markets and discusses the way research can be used to help both suppliers and retailers. CM partnerships require an understanding of the consumer and therefore by their very nature require market research. A number of tools have been developed to help the process and these are presented, using case studies where possible to highlight to information provided. (I) Understanding point of purchase: observation and accompanied shopping approaches are described. (2) Investing in brands in store. This approach incorporates 'Consumer Monitor', an analysis technique developed by Tandem Consulting in Canada. Four features that underlie and characterise consumer purchasing behaviour are identified: single brand loyalty; price focus; promotion focus and the concept of active vs passive shopping. (3) Researching point of purchase designs. At the centre of this approach is involvement of consumer perceptions and choice in the design process.