Van Ewijk Gijsbrechts Steenkamp 2022

We conduct our analyses in two categories, potato chips and laundry detergent, and combine data from three sources. First, we have access to unique scanner-panel data, obtained through Kantar Worldpanel, which track the CPG purchases and gifts for a Chinese urban panel of over 40,000 households, between 2011 and 2014. Second, to identify and characterize SKU introductions, we acquired data from Product Launch Analytics for the Chinese market, which provide information on the brand name, time of introduction, and the ‘novel’ feature, of new-product additions. Third, we bought advertising data from Kantar Media, comprising monthly ad spending (by brand and category) across all media types.

我们针对薯片和洗衣液两个品类开展分析，并整合了来自三个数据源的信息。首先，我们获取了 Kantar Worldpanel 提供的独家扫描面板数据（scanner-panel data），该数据追踪了2011至2014年间中国城市地区超4万户家庭的快速消费品（CPG）购买及赠品情况。其次，为识别并描述库存保有单位（SKU）的推出特征，我们从中国市场的 Product Launch Analytics 获取了数据，该数据包含新产品的品牌名称、推出时间及“创新”特性等信息。第三，我们从 Kantar Media 购买了广告数据，该数据涵盖各媒体类型下品牌及品类层面的月度广告支出。