Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings

Abstract

The authors examine deviations from Ehrenberg's “ w i (1 - b i ) equal to a constant” law to infer the positioning of low share brands as niche versus change-of-pace brands. Results from empirical analyses using NPD panel data for four product classes are reported.