The consumer panel study is based on a sample group of over 500 consumers whose buying behavior is believed to be representative of the entire market. It provides market share by consumer segment as well as industry sales in the product category. The market share figures represent the proportion of individuals who have purchased a given brand during the simulated period. The report gives the information for each brand currently on the market in total and by consumer segment; see Figure 21.
Figure 21 – Market Research – Consumer Panel – Market shares
Additional charts give the unit product category sales by consumer segment and in total. The relative sizes of the consumer segments are provided as well in Figure 22.
Figure 22 – Market Research – Consumer Panel – Market shares