Which aspect is emphasized when evaluating category performance?

Evaluating category performance involves analyzing how individual products contribute to the overall sales of that category. This approach recognizes that understanding the performance of each product allows for more informed decisions regarding inventory management, pricing strategies, and promotional activities. By focusing on each product's contribution, businesses can identify top performers, niche opportunities, and areas that may require improvement or strategic investment.

Emphasizing individual product contribution provides insight into how well the product meets customer needs and preferences, which can drive better merchandising decisions and enhance consumer satisfaction. Additionally, it allows for an assessment of various factors, such as product assortment, pricing effectiveness, and competitiveness within the category.

The other options focus too narrowly on specific aspects of performance that do not provide a comprehensive view. For instance, focusing solely on total sales volume overlooks the individual nuances of each product that contribute to overall success. Brand visibility during promotions is important, but it is just one aspect of performance and does not encompass the overall contribution of the products. Similarly, evaluating discount percentages alone can lead to short-term gains without understanding the long-term sustainability of each product's performance in the market.