Brand and Category Development

Channel Preference: How Customers Buy and Perceive the Category

Market Structure Analysis provides a fact-based methodology for defining the competitive set of products that form a category or segment from the customer’s perspective. Preference Segmentation analysis simultaneously groups businesses based on similar purchase behavior. The analysis allows us to identify and profile these distinct segments.

Frost & Sullivan’s Market Structure Analysis is based on purchases (what customers actually buy) versus purchase intent (what customers say they will buy). The analysis identifies which product attributes drive choice. Deal propensity and preferred channel can be included as part of the analysis.