Exploring market barriers

Abstract

This paper shows how the market barriers that brands face can be measured in combination with attitudinal equity to produce a close estimation of market share and a means to determine the relative success individual brands are having in dealing with business challenges in a common market. Through analysis of a Synovate database holding results of several hundred surveys employing a market barrier question and attitudinal equity questions, this paper explores the impact of market barriers across countries and across product type categories. Particular reference is made to the retail, automotive and fmcg category for comparative purposes.