| Description |
Chinese household panel data 2011-2016 covering all CPG purchases, including support files barcode, shopcode, panelist (incl info on age, household size, income, city (tier)). Research questions: How do brand sales in the Chinese market change as the fraction of groceries sold online goes up? What category- and brand related factors influence this change, and what is the direction of the effect? How can managers use these insights to preserve and improve their brand performance in an increasingly electronic grocery market?
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