““The retailer is interested in the consumers’ behaviour in each of the two or three hundred categories it offers, but owing to a lack of critical mass in each category, the retailer does not have the budget or the personnel to discover the information. However, for a manufacturer, concentrating on a small set of categories, it is worthwhile. The manufacturer can relate in-store data with the information collected from consumer research: how consumers choose in this category, which consumers choose what, which brands compete most closely with each other and which command the greatest brand loyalty. Since””
