Must be based on the theories from:
“Marketing Research”, Burns and Bush, 7th, 6th or 5th edition (FREE PDF online)
Use the following data for the sales of a firm (Product A) and its competitors at a retail chain to answer this 3 part question. Note that at non-sale prices, Product B is the market leader followed by Product C.
a) Product A thinks it primarily competes with the market leader, Product B. Based on this sales data, are they correct? Please rank their top two competitors based on this sales data (based on number of units). Support your answer with the sales data.
3b) Regarding Product B, Product C, and Product D: Which firm has the most loyal consumers? Which one has the least loyal? Support your answer using the sales data.
3c) Assume these products are in the toothpaste category. People don’t consume more toothpaste when prices go down; their usage remains about the same. So it is somewhat surprising that the increase in sales of Product A were greater than the decrease in sales of Products B, C, and D combined.
If greater consumption of toothpaste is not occurring at the lower price, what else might explain the enormous jump in Product A’s sales?
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