Analysis of Antagonism

The most appropriate method for Antagonism Analysis is the collection of raw data, either from consumer transactions or from market research.

Data Mining technologies can assist in the most sophisticated analysis of the above data with the various existing tools and can be used to:

• Discriminate the profile of consumers that prefer different antagonistic products.
• Find out why some consumers prefer or avoid a particular product (or brand).
• Formulate a promotional campaign that would lead consumers from antagonistic products to a target product and thus maximise target product acceptance.
• Predict consumer behaviour under various scenarios in the future and thus develop a more sophisticated product management strategy.