Brand Switching Analysis





Questions:


How does the launch of a new product influence the consumers’ behavior towards the other brands?
How successful was the launch/ relaunch of the product?
What is the switching to competitive brands?
Where do the buyers of new product come from?

Use:

Analysis of purchases before and after the first buying act of a product in order to find out “where” the buyers come from and how they behave after the first buying act of a product.
In case of launches it is possible to determine the source of new buyers in relatively short time.

Content:

Purchases of each panel member that bought the product in the defined launch period, called „inner period”; if the relevant product was bought on a date (e.g. June 2nd, 2002) and what was the behavior prior and before the inner period. As control group the non buyers are chosen to check the behavior of prior/ post buyers.
The 1st purchase is excluded from the analysis