Chapter 2. Share of Hearts, Minds, and Markets
Introduction
Metrics covered in this chapter:
Market Share
Relative Market Share
Market Concentration
Brand Development Index (BDI)
Category Development Index (CDI)
Penetration
Share of Requirements
Heavy Usage Index
Awareness, Attitudes, and Usage (AAU)
Customer Satisfaction
Willingness to Recommend
Willingness to Search
“As Wal-Mart aggressively rolls out more stores, it continues to capture an increasing share of wallet. Three out of five consumers shopped for gifts at Wal-Mart this past holiday season. U.S. households now buy, on average, 22% of their groceries at Wal-Mart. A quarter of all shoppers indicate that they are spending more of their clothing budget at Wal-Mart now compared with ...
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