LexiconDemand & Brand
Category entry points (CEPs)
نقاط الدخول إلى الفئة
Definition
Category entry points are the moments and situations that trigger a need for the category, such as after work, after isha prayers or when guests arrive unannounced, each acting as a separate door to memory. The concept comes from the Ehrenberg-Bass Institute's research; a brand linked to more such moments is named more often.
In plain words
The moments when people think of your kind of product: after work, or when guests arrive.
Also searched as
- CEPs
- buying moments
- category entry point
- نقاط الدخول إلى الفئة
Origin and credit
The concept comes from The Ehrenberg-Bass Institute for Marketing Science. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
Where it is used
In Beneath Marketing
Related terms
How to cite this definition
Alhajj, S. (2026). “Category entry points”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/category-entry-points/
For the concept itself, cite the original: Ehrenberg-Bass Institute for Marketing Science (research on category entry points).