NEW YORK -- Kraft General Foods is using a synthesis of demographics with other market and brand data to accurately estimate brand sales and target promotions at the store level. "We found that demographic characteristics were a significant indicator of store sales. But by including the store and market characteristics with the demographic factors, we were able to significantly improve the predictions of what the store sales were," said Richard Haffner, manager of market research for KGF's ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.