Attribute Drivers: A Factor Analytic Choice Map Approach for Understanding Choices Among SKUs

Sinha, Ashish; Inman, J. Jeffrey; Yantao Wang; Park, Joonwook
June 2005
Marketing Science;Summer2005, Vol. 24 Issue 3, p351
Academic Journal
We describe the implementation of Attribute Drivers (AD), a flagship panel product of Information Resources Incorporated, at Campbell Soup Company. AD combines the parsimony of a factor analytic choice map approach with the ability to incorporate the dynamics of choice decisions to understand consumers' choices among stock keeping units (SKUs). A key distinguishing feature of this methodology is its scalability and applicability to large-scale problems. The application of AD helped Campbell's grow its revenues at twice the category growth rate. This revenue growth was achieved in a climate of high product proliferation, a slow economy, and a five-year decline in unit sales at a category level. Campbell has applied AD in four primary areas: making restaging decisions, identifying potential line extensions and estimating their volume and market share impacts at the brand and category level, performing price gap analysis for new products, and increasing responsiveness to consumers' needs. The model has been used by several other clients, testifying to its transportability.


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