In the context of category management, how is a "category" defined?

In category management, a "category" is defined as a group of similar products viewed as alternatives, which is precisely why option C is the correct answer. This definition emphasizes that the products within a category fulfill similar consumer needs and can be considered interchangeable from a shopper's perspective.

This understanding is fundamental in category management because it helps retailers and manufacturers analyze and optimize their product assortments based on consumer behavior and preferences. By grouping products that serve similar functionalities, category managers can better identify trends, enhance product placement, and develop strategies that cater to consumer purchasing patterns.

The other options do not capture the essence of what a category entails in this context. While a group of competing brands is related to marketing strategy, it does not address the broader concept of consumer choice and substitution. Consumer demographics relate to the characteristics of shoppers but do not categorize products themselves. A type of promotional strategy, while important in driving sales, is not synonymous with the concept of a category in the framework of category management.