Case: The Generation of Market Intelligence in a Medium-Sized Food Company
In chapters 3 to 6 we discussed various methods for generating market intelligence about consumer and distributor characteristics. In this chapter, we look at the way in which some of these methods were used in a Danish food company, and show which conclusions could be drawn on the basis of the intelligence generated (the case is described in more detail in Baadsgaard, Bisp, Brunsø, Grunert & Skytte, 1994).
KeywordsProduct Category Focus Group Interview Product Concept Promotional Material Retail Chain
Unable to display preview. Download preview PDF.