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A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets

机译：对快速消费品市场中市场份额与其他品牌绩效指标之间相关性的元分析

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摘要

The strong relationship between market share and other metrics (i.e., penetration rate, purchase frequency, share of requirements) is well-documented in the marketing literature. However, there is no systematic meta-analysis of this important empirical generalization. This study quantifies the category-level correlations between market share and the aforementioned brand metrics. The category-level effects of promotional intensity, existence of sub-segments, purchase volume variation, and competition from private label and niche brands on these correlations are tested using grocery data from more than 400 categories. These factors have a negative effect all in three observed correlations with one exception. Promotional activity increases the correlation between market share and share of requirements. These results further generalize our knowledge of "Double Jeopardy" in FMCG markets and support the advice to brand managers to concentrate on increasing penetration rather than purchase frequency or share of requirements. (C) 2016 Elsevier Inc. All rights reserved.
机译：市场营销文献中充分记载了市场份额与其他指标（即渗透率，购买频率，需求份额）之间的紧密关系。但是，对这一重要的经验概括没有系统的荟萃分析。这项研究量化了市场份额和上述品牌指标之间的类别级别相关性。使用来自400多个类别的杂货店数据测试了促销强度，子细分市场的存在，购买量变化以及自有品牌和利基品牌的竞争对这些相关性的类别级别影响。这些因素在三个观察到的相关性中均具有负面影响，只有一个例外。促销活动增加了市场份额和需求份额之间的相关性。这些结果进一步扩大了我们在快速消费品市场上对“双重危险”的认识，并向品牌经理提供建议，以专注于提高渗透率，而不是购买频率或需求份额。 （C）2016 Elsevier Inc.保留所有权利。

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