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Value chain, Product Positioning Matrix pg 28 pdf, What millennials love,…
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Stats
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Consumers of most FMCG categories display a high degree of “repertoire behavior,” with no single brand determining a significant share of brand choice. More than 65% of consumers purchase multiple brands within the same category, and for some staples and indulgences, the share exceeds 80% -BCG
4 out of 5 Millennials say that they’re willing to alter their loyalty to specific brands if that means they can save money on their basic needs. (Consumer Connect)
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