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the term ‘category entry points’ (CEPs).5 These relate to situations where a consumer is thinking about your product and thus potentially ‘entering into a buying decision’ within the product category.
Arild Horsberg • Hello $FirstName - Norwegian Case Studies: Profiting from Personalization in Norway
On average only 14% of category buyers encountered only one CEP in the time frame of measurement (ranging from one week to 12 months). This was slightly higher in beverages (21%) and slightly lower in kids’ products (6%).
Jenni Romaniuk • Better Brand Health eBook
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