摘要：FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and describe them through both price and sales promotions sensitivity, and consumer loyalty.
其他摘要：FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and describe them through both price and sales promotions sensitivity, and consumer loyalty.
