Journal article
A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets
Journal of business research, Vol.69(12), pp.5901-5908
12/01/2016
DOI: 10.1016/j.jbusres.2016.04.106
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. (C) 2016 Elsevier Inc. All rights reserved.
Details
- Title: Subtitle
- A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets
- Creators
- Sang-Uk Jung - Hankuk University of Foreign StudiesJohn Zhu - Lawrence Technological UniversityThomas S. Gruca - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of business research, Vol.69(12), pp.5901-5908
- Publisher
- Elsevier
- DOI
- 10.1016/j.jbusres.2016.04.106
- ISSN
- 0148-2963
- eISSN
- 1873-7978
- Number of pages
- 8
- Grant note
- Hankuk University of Foreign Studies Research Fund
- Language
- English
- Date published
- 12/01/2016
- Academic Unit
- Marketing
- Record Identifier
- 9984380416502771
Metrics
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