Definition

Category membership

Category membership— the products or set of products with which a brand competes and which function as close substitutes.

Share it:  Cite

More from this Section

  • demand side method
    The demand side method is a method that identifies the effect sponsorship has on consumers’ ...
  • Multimedia
    Multimedia is the audio and video experience that is not prevalent yet on the internet ...
  • Disintermediation
    Disintermediation is a big term with a clear message and important consequences– the ...
  • Allowances
    Allowances are the type of reduction from the list price. It also refers to promotional ...
  • Variety-seeking buying behavior
    Undertaken by consumers in situations characterized by low consumer involvement but significant ...