1
Shopper ResearchShopper Research
PresentationPresentation
ECR HellasECR Hellas
MayMay 2002 2002
Shopper ResearchShopper Research
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Shopper ResearchShopper ResearchCONTENTSCONTENTS
Results
Introduction – The objectives of the Research
Methodology
Planning – Fieldwork – Data processing
Demographics
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Shopper ResearchShopper ResearchIntroductionIntroduction
The concept of the Shopper Research is a research that would validate consumers’ buying habits in relation with the different types of stores.
The results of this research are a useful tool for all the members companies of ECR Hellas
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Shopper ResearchShopper ResearchObjectives of the research Objectives of the research
Which retail stores do buyers/customers prefer for purchasing each product category, and what amounts do they spend for each category.
The objective of this research is to further investigate and record the buying habits of the customers that visit the different distribution channels in Greece. Specifically:
Which of the different distribution channels do buyers visit for their main and complementary purchases.How often do they actualize their main and complementary purchases.
Which factors do they take under consideration when visiting a retail stores (channel).
Which factors do they take under consideration when visiting a retail stores (channel).
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Shopper ResearchShopper ResearchMethodologyMethodology
The total sample has been weighted according to the actual population of the regions covered by the research.
Dates that the interviews took place: 19/11/2001-20/12/2001.
Research’s Sample:743 women of age 18-64, Having the responsibility of the household’s purchases.
Geographic coverage: Attika, Thessaloniki, Patra, Ioannina, Helaklio, Chania, Larisa, Kavala.
Method of Interview: Personal interview using structured questionnaire, at the interviewee's resident.
Method of Sampling: Random sampling. (Statistical method Neyman allocation).
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Shopper ResearchShopper ResearchPlanning - Collecting Data - ProcessingPlanning - Collecting Data - Processing
IRI Hellas did all the processing of data, analyzing, and presenting the results.
The organization and the planning of the research took place on an ECR Hellas’s initiative with the collaboration of IRI Hellas and the participation of representatives of industries and retailers.
The collection of data was done by students of the 4th year of the Business Administration department of the Athens University of Economics, under the supervision of Professor Iordanis Ladopoulos.
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Shopper ResearchShopper Research
Research’s IdentityResearch’s Identity
Demographics
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Shopper ResearchShopper Research
18-3427%
35-4426%
45-5424%
55-6423%
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
Age of intervieweesAge of interviewees
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Shopper ResearchShopper Research
5+16%
3-456%
1-228%
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
Number of Family MembersNumber of Family Members
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Shopper ResearchShopper Research
NON EMPLOYED
67%
EMPLOYED33%
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
Employment of the Employment of the intervieweesinterviewees
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Shopper ResearchShopper Research
North10%
Salonika18%
South
11%
Attica61%
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AreaArea
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Shopper ResearchShopper Research
STORE’S TYPES & PRODUCT CATEGORIESSTORE’S TYPES & PRODUCT CATEGORIES
•HYPER MARKETS•SUPER MARKETS•MINI MARKETS•DISCOUNTS(LIDL, DIA, BAZAAR)•HABERDASHERIES, DAIRIES•KIOSK•BAKERY•LIQUER STORES•BUTCHER SHOP/FISH MARKET•GREENGROCERY•WAREHOUSES OF PAPERS & DETERGENTS
•BEAUTY SHOPS
•MILK, YOGURT•CHEESE, DELICATESSEN•BREAD•COFFEE, TEAS ETC•FRUITS, VEGETABLES•PASTA, RICE, LEGUMES•MEAT, FISH•CLOTH DETERGENTS•HOUSE DETERGENTS•HAIR CARE PRODUCTS•BODY CARE PRODUCTS•REFRESHMENTS, JUICES, WATER•WINE, BEER•SNACKS•OTHER ALCOHOLIC DRINKS
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Shopper ResearchShopper Research
Chapter 1Chapter 1
Retail Channels / store types which are visited by ShoppersRetail Channels / store types which are visited by Shoppers
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Shopper ResearchShopper ResearchStore types which have been visited
68
100
55
82
61
8085
99 95 93
68
96
51
98
36
62
41
62
70
9589
82
42
88
0
20
40
60
80
100
ONE TIME AT LEAST
LAST 3 MONTHS
LOYALTY
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Shopper ResearchShopper Research
CHAPTER IICHAPTER II
SHOPPER’S HABITSSHOPPER’S HABITS
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Shopper ResearchShopper Research
COMPLEMENTARY / AD HOC Purchases, which means the purchases made in order to replenish / compliment your supplies, or / and the purchases of fresh products, that will be consumed during the week, or / and the purchases that are decided suddenly and are executed immediately and without previously planned.
MAIN Purchases, which means the programmed massive purchases that take place on regular time periods, in order to replenish the household’s supplies.
TYPES OF PURCHASES - DEFINITION
17
Shopper ResearchShopper ResearchHow often do you make your main purchasesHow often do you make your main purchases?
21%
22%
7%
39%
7%
3,1
0
5
10
15
20
25
30
35
40
45
2 times/week 1 time per week every 10days 2 times per month 1 time per month/
0
1
2
3
4
AVERAGE : 3.1 times/month
18
Shopper ResearchShopper ResearchHow often do you make your complementary purchases?
3%2%
14%
21%
60%
9,6
0
25
50
75
100
3+ times per week 2 times per week 1 time per week every 10 days less than/or 2 times permonth
0
2
4
6
8
10
12
average: 9.6 times/month
19
Shopper ResearchShopper ResearchTYPES OF STORES THAT SHOPPERS VISITTYPES OF STORES THAT SHOPPERS VISIT
50
89
1512
1921
5
38
62
55
6 6
18
46
36
69
35
54
76
61
3539
55
85
0
10
20
30
40
50
60
70
80
90
100
HYPER-MARKETS
SUPER MARKET
DISCOUNTS
MIN
I MARKETS
W/H
PARER D
ETERGENTS
BEAUTY SHOPS
HABERDASHERIES, D
AIRIE
S
BAKERIES
BUTCHER SHOPS -
FISH M
ARKETS
GREENGROCERIES
LIQUER S
TORES
KIOSKS
MAIN COMPLEMENTARY/NONSCHEDULED
20
Shopper ResearchShopper ResearchMEANS OF TRANSPORTATIONMEANS OF TRANSPORTATION
7
5446
90
7546
91
92
79 84 74
92
46
93
54
10
25
54
98
21 16
26
8
0
25
50
75
100HYPER M
ARKETS
SUPER MARKETS
DISCOUNTS
MIN
I MARKETS
W/H
PAPERS &
DETE
RGENTSBEAUTY
SHOP
HABERDASHERYBAKERY
BUTCHER S
HOP/FIS
H MARKET
GREENGROCERYLIQ
UER SHOP
KIOSKS
BY CAR OR OTHER CONVEYANCE
ON FOOT
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Shopper ResearchShopper Research
CHAPTER IIICHAPTER III
Important Needs
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Shopper ResearchShopper ResearchTHE 5 MORE IMPORTANT NEEDS FOR THE MAIN PURCHASESTHE 5 MORE IMPORTANT NEEDS FOR THE MAIN PURCHASES
THE STORE MUST PROVIDE ME WITH HIGH QUALITY PRODUCTS 52
TO BE ABLE TO SHOP EASILY & FAST 42
GOOD VALUE BETWEEN PRICE & QUALITY OFPRODUCTS 40
TO BE NEAR TO MY HOUSE 38
TO HAVE LOW PRICES 38
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Shopper ResearchShopper ResearchTHE 5 MORE IMPORTANT NEEDS FOR THE COMPLEMENTARY THE 5 MORE IMPORTANT NEEDS FOR THE COMPLEMENTARY
PURCHASES PURCHASES
COMPLEMENTARY
TO BE NEAR TO MY HOUSE 75
TO BE ABLE TO SHOP EASILY & FAST49
TO HAVE LOW PRICES 41
FRIEDLY & WILLING PERSONNEL 39
THE STORES PROVIDE ME WITH HIGH QUALITY PRODUCTS 36
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Shopper ResearchShopper ResearchTHE 5 MORE IMPORTANT NEEDS IN PROPORTION WITH THE THE 5 MORE IMPORTANT NEEDS IN PROPORTION WITH THE
KIND OF PURCHASESKIND OF PURCHASES
MAINCOMPLEMENTARY
To have high quality products 52 36To be able to shop easily & fast 42 49Good value between price / quality of the products 40 24To be near to my house 38 75To have low prices 38 41
FRIEDLY & WILLING PERSONNEL 33 39TO COVER MY FAMILY'S NEEDS 32 12GOOD / INTERESTING PROMOTIONS 31 16TO HAVE CLEAR/UNDERSTANDABLE PRICES ON THE SHELVES 29 16TO TRUST THE STORE 28 26TO HAVE AVAILABLE ALL THE PRODUCTS I NEED 23 20VARIETY OF BRANDS/TYPES/SIZES OF PRODUCTS 23 13TO FEEL PLEASURABLY DURING THE SHOPPING 14 14TO HAVE PARKING 13 9
25
Shopper ResearchShopper ResearchThe 5 most important needs for main purchasesThe 5 most important needs for main purchases: :
--The store to have products of good qualityThe store to have products of good quality
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
52 5155
52 5155
51 50
60
0
25
50
75
100
AGES EMPLOYMENT EDUCATION
Total 18-34 35-44 45-54 55-64 Employed Low-Middle
HighNon Employed
26
Shopper ResearchShopper ResearchThe 5 most important needs depending on the type of purchaseThe 5 most important needs depending on the type of purchase: :
--To be able to shop easily and fastTo be able to shop easily and fast..
42 43
48
3937
4441
39
49
0
25
50
75
100
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AGES EMPLOYMENT EDUCATION
Total 18-34 35-44 45-54 55-64 Employed Low-Middle
HighNon Employed
27
Shopper ResearchShopper ResearchThe 5 most important need depending on the type of purchaseThe 5 most important need depending on the type of purchase: :
--Very good value price / quality of productsVery good value price / quality of products..
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
40
3439
47
41
35
43 43
33
0
25
50
75
100
AGES EMPLOYMENT EDUCATION
Total 18-34 35-44 45-54 55-64 Employed Low-Middle
HighNon Employed
28
Shopper ResearchShopper ResearchThe 5 most important needs depending on the type of purchasesThe 5 most important needs depending on the type of purchases: :
--To be near my houseTo be near my house..
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
3840
36 36
42
3640
37
43
0
25
50
75
100
AGES EMPLOYMENT EDUCATION
Total 18-34 35-44 45-54 55-64 Employed Low-Middle
HighNonEmployed
29
Shopper ResearchShopper ResearchThe 5 most important needs depending on the type of purchaseThe 5 most important needs depending on the type of purchase: :
--To have low pricesTo have low prices..
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
38 37
30
41 43
33
40 40
30
0
25
50
75
100
AGES EMPLOYMENT EDUCATION
Total 18-34 35-44 45-54 55-64 Employed Low-Middle
HighNonEmployed
30
Shopper ResearchShopper Research
ATTRIBUTES OF THE DIFFERENT TYPES OF STORESATTRIBUTES OF THE DIFFERENT TYPES OF STORES
MINI MARKETS
IT IS NEAR MY HOUSE
I CAN DO MY SHOPPING EASILY AND FAST
FRIENDLY & WILLING PERSONEL
HYPER MARKETARE AVAILABLE ALL THE
NEWEST / RECENT PRODUCTS
HAS SPACE FOR PARKING
VARIETY IN BRANDS / TYPES / SIZES OF
PRODUCTS
GOOD AND INTERESTING PROMOTIONS FOR GOOD
PURCHASES
I FULLY COVER MY FAMILY'S NEEDS
DISCOUNTERS (LIDL, DIA, BAZAAR)
HAS LOW PRICES
GOOD AND INTERESTING PROMOTIONS FOR GOOD PURCHASES
VERY GOOD PRICE / QUALITY VALUE
SUPER MARKETSI EASILY FIND THE
PRODUCTS ON THE SHELVES
PRICES ARE CLEARLY / UNDERSTANDABLY
SHOWN ON THE SHELVE
I FULLY COVER MY FAMILY'S NEEDS
PRODUCTS ARE ALWAYS AVAILABLE
VARIETY IN BRANDS/ TYPES/ SIZES OF
PRODUCTS
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Shopper ResearchShopper Research
ATTRIBUTES OF THE DIFFERENT TYPES OF STORES ATTRIBUTES OF THE DIFFERENT TYPES OF STORES
BEAUTY SHOPS
I FEEL PLEASURABLY WHEN SHOPPING THERE
FRIENDLY & WILLING PERSONEL
ARE AVAILABLE ALL THE NEWEST / RECENT PRODUCTS
WAREHOUSE OF PAPER & DETERGENTS
IT IS NEAR MY HOUSE
IT HAS LOW PRICES
GOOD AND INTERESTING PROMOTIONS FOR GOOD PURCHASES
VERY GOOD VALUE OF PRICE / QUALITY OF PRODUCTS
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Shopper ResearchShopper Research
ATTRIBUTES OF THE DIFFERENT TYPES OF STORESATTRIBUTES OF THE DIFFERENT TYPES OF STORES
BAKERIES
IT IS NEAR MY HOUSE
FRIENDLY & WILLING PERSONEL
IT IS A STORE THAT I TRUST
HAS PRODUCTS OF GOOD QUALITY
BUTCHER SHOPS/FISH MARKET
IT IS NEAR MY HOUSE
IT IS A STORE THAT I TRUST
HAS PRODUCTS OF GOOD QUALITY
FRIENDY & WILLING PERSONEL
GREENGROCERY
IT IS NEAR MY HOUSE
HAS PRODUCTS OF GOOD QUALITY
IT IS A STORE THAT I TRUST
FRIENDLY & WILLING PERSONEL
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Shopper ResearchShopper Research
ATTRIBUTES OF THE DIFFERENT TYPES OF STORESATTRIBUTES OF THE DIFFERENT TYPES OF STORES
HABERDASHERIES, DAIRIES
IT IS NEAR MY HOUSE
I CAN DO MY SHOPPING EASILY & FAST
CONVENIENT OPERATING HOURS
FRIENDLY & WILLING PERSONEL
KIOSKS
IT IS NEAR MY HOUSE
I CAN DO MY SHOPPING EASILY & FAST
CONVINIENT WORKING HOURS
LIQUER STORES
IT IS NEAR MY HOUSE
FRIENDLY & WILLING PERSONEL
CONVENIENT OPERATING HOURS
34
Shopper ResearchShopper Research
CHAPTERCHAPTER Ι ΙVV
Basic Categories of Products.Buying Habits
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Shopper ResearchShopper Research
STORE’S TYPES & PRODUCT CATEGORIESSTORE’S TYPES & PRODUCT CATEGORIES
•HYPER MARKETS•SUPER MARKETS•MINI MARKETS•DISCOUNTS(LIDL, DIA, BAZAAR)•HABERDASHERIES, DAIRIES•KIOSK•BAKERY•LIQUER STORES•BUTCHER SHOP/FISH MARKET•GREENGROCERY•WAREHOUSES OF PAPERS & DETERGENTS
•BEAUTY SHOPS
•MILK, YOGURT•CHEESE, DELICATESSEN•BREAD•COFFEE, TEAS ETC•FRUITS, VEGETABLES•PASTA, RICE, LEGUMES•MEAT, FISH•CLOTH DETERGENTS•HOUSE DETERGENTS•HAIR CARE PRODUCTS•BODY CARE PRODUCTS•REFRESHMENTS, JUICES, WATER•WINE, BEER•SNACKS•OTHER ALCOHOLIC DRINKS
36
Shopper ResearchShopper Research
67
87
23
4
20
1
16
9
6
10
14,0 13,8
6,1
0
25
50
75
100
MILK YOGURT BREAD SNACKS CHOCOLATE BISCUITSGUMS
1
3
5
7
9
11
13
15
3+ PER WEEK 2 TIMES PER WEEKONCE PER WEEK EVERY 10-15 DAYSONCE PER MONTH / MORE RARELY NUMBER OF PURCHASES PER MONTH
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A)
37
Shopper ResearchShopper Research
9
4
16 17
4
18
68
34
50
4
37
2 1
22
7
54
18
20
5,5
4,6
4,8
3,3
0
25
50
75
100
CHEESE DELICATESSEN FRUITS VEGETABLES PASTA RICE LEGUMES MEAT FISH
1
2
2
3
3
4
4
5
5
6
6
3+ PER WEEK 2 TIMES PER WEEKONCE PER WEEK EVERY 10-15 DAYSONCE PER MONTH/MORE RARELY NUMBER OF PURCHASES PER MONTH
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B)
38
Shopper ResearchShopper Research
12
1
7
15
7
1
33
21
2
161818 18
37
58
3537
5
5
1,1
3,3
3,1
0
25
50
75
100
COFFEE, TEA, ETC. REFRESHMENTS JUICESWATER
WINE BEER OTHER ALCOHOLIC DRINKS(WHISKY, VODKA ETC.)
1
2
2
3
3
4
4
5
5
6
3+ PER WEEK 2 TIMES PER WEEKONCE PER WEEK EVERY 10-15 DAYSONCE PER MONTH/MORE RARELY NUMBER OF PURCHASES PER MONTH
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C)
39
Shopper ResearchShopper Research
1922
1411
35
40
35
42
36
53
30
47
1,8
2,42,3
2,0
0
25
50
75
100
CLOTH DETERGENTS HOUSE DETERGENTS HAIR CARE PRODUCTS BUDY CARE PRODUCTS
1,0
1,5
2,0
2,5
3,0
3+ PER WEEK 2 TIMES PER WEEKONCE PER WEEK EVERY 10-15 DAYSONCE PER MONTH/MORE RARELY NUMBER OF PURCHASES PER WEEK
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D)
40
Shopper ResearchShopper Research
53
35
3 31
86,7
32
26
66
2
1
5
1287
864
1554
0
10
20
30
40
50
60
70
80
90
100
MILK YOGURT BREAD SNACKS CHOCOLATES BISCUITSGUMS
0
1000
2000
3000
4000
5000
6000
7000
8000
UP TO 1000 DRACHMAS 1001-2000 2001-30003001-5000 5000+ D.K./D.A.AVERAGE SPENDING
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORYAMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY
41
Shopper ResearchShopper Research
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORYAMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY
4
12
3
18
34
9
74
23
0
14
32
10
2
25
15
36
40
3546
4796
2629
7170
0
10
20
30
40
50
60
70
80
CHEESE DELICATESSEN FRUIT VEGETABLES PASTA RICE LEGUMES MEAT FISH
0
1000
2000
3000
4000
5000
6000
7000
8000
UP TO 1000 DRACHMAS 1001-2000 2001-30003001-5000 5000+ D.K./D.A.AVERAGE SPENDING
42
Shopper ResearchShopper Research
27
15,4
8
1
24
9
28
11
21
45
1
22
37
40
2
2222
18 18
109
53 3
2204
2981
5469
1828
0
25
50
75
100
COFFEE TEA ETC. REFRESHMENTS JUICESWATER
WINE BEER OTHER ALCOHOLIC DRINKS(WHISKY, VODKA ETC)
0
1000
2000
3000
4000
5000
6000
UP TO 1000 DRACHMAS 1001-20002001-3000 3001-50005000+ D.K./D.A.AVERAGE SPENDING
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORYAMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY
43
Shopper ResearchShopper Research
5
12
20
15
24
35
40
3537
12
19
14
7
15
3
21
2630
84
87
23
5487
4666
3779
4549
0
25
50
75
100
CLOTH DETERGENTS HOUSE DETERGENTS HAIR CARE PRODUCTS BODY CARE PRODUCTS
0
1000
2000
3000
4000
5000
6000
UP TO 2000 DRACHMAS 2001-40004001-6000 6001-80008000 + D.K./D.AAVERAGE SPENDING
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORYAMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY
44
Shopper ResearchShopper Research
3
34
6
COFFEE, TEAS,ETC
REFRESHMENTS,JUICES, WATER
WINE, BEER
OTHERALCOHOLIKCDRINKS
19
5
6
913
4
9
MILK, YOGURT
SNACKS,CHOCOLATE,BISCUITS, GUMSBREAD
CHEESE,DELICATESSEN
FRUITS,VEGETABLES
PASTA, RICE,LEGUMES
MEAT, FISH
CLOTH DETERGENTS
HOUSE DETERGENTS& PAPERS
HAIRE CAREPRODUCTS
BODY & FACE CAREPRODUCTS
5
5
5
4
TOTAL AVERAGE MONTHLY SPENDINGTOTAL AVERAGE MONTHLY SPENDING
Food 65%
Beverages 16%
Other Categories 19%
45
Shopper ResearchShopper Research
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
AAVVEERRAAGGEE MMOONNTTHHLLYY SSPPEENNDDIINNGG CCAATTEEGGOORRYY
DDDRRRHHH EEEUUURRROOO %%%
CCAATTEEGGOORRYY AA
MILK, YOGURT 18018 52.88 9 CHEESE, DELICATESSEN 17730 52.03 9
BREAD 12096 35.50 6 FRUIT, VEGETABLES 23980 70.37 13
PASTA, RICE, LEGUMES 7887 23.15 4 SNACKS, CHOCOLATES, BISCUITS, GUMS 9324 27.36 5
MEAT, FISH 35850 105.21 19 65
CCAATTEEGGOORRYY BB
COFFEE, TEAS, ETC 5484 16.09 3 REFRESHMENTS, JUICES, WATER 11020 32.34 6
WINE, BEER 8943 26.25 4 OTHER ALCOHOLIC DRINKS 5469 16.05 3
16 CCAATTEEGGOORRYY CC
CLOTH DETERGENTS 10974 32.21 5
HOUSE DETERGENTS & PAPERS 9332 27.39 5 HAIR CARE PRODUCTS 7558 22.18 4
BODY & FACE CARE PRODUCTS 9098 26.70 5 19
TTOOTTAALL 192763 565.70 100
TOTAL AVERAGE MONTHLY SPENDING TOTAL AVERAGE MONTHLY SPENDING
46
Shopper ResearchShopper Research
17%20%
5%
67%
19%
81%
27%
21%
94%
37%
27%
3%
21%
16%
3%4%
0
25
50
75
100
MILK, YOGURT BREAD SNACKS, CHOCOLATES, BISCUITS, GUMS
HYPER MERKETS SUPER MARKETS MINI MARKETS BAKERY OTHER TYPES KIOSK DISCOUNTS
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOODS).LAST 3 MONTHS (FOODS).
47
Shopper ResearchShopper Research
10%
26%25%
9%
26%
93%
24%
90%
17%17%
88%
81%
7%5%
4% 2%3%2%
0
25
50
75
100
CHEESE, DELICATESSEN FRUITS, VEGETABLES PASTA, RICE, LEGUMES MEAT, FISH
HYPER MARKETS SUPER MARKETS MINIMARKETS
BUTCHER'S SHOP/FISH MARKET GREENGROCERY OTHER TYPES
DISCOUNTS
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPE OF STORES DID YOU BUY THE PRODUCT CATEGORY THE IN WHICH TYPE OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOOD).LAST 3 MONTHS (FOOD).
48
Shopper ResearchShopper Research
1
16%
22%22%23%
48%
74%
80%
88%
19% 20%
28%
22%
3%
19%
50%
15%
2%5%
3%
0
25
50
75
100
COFFEE, TEAS ETC REFRESHMENTS, JUICES,WATER
WINE, BEER OTHER ALCOHOLICDRINKS
HYPER MARKETS SUPER MARKETS MINI MARKETS LIQUER STORES OTHER TYPES DISCOUNT
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (BEVERAGES).LAST 3 MONTHS (BEVERAGES).
49
Shopper ResearchShopper Research
3
25%27%30%31%
77%
82%
87%89%
21%
12%
43%
34%
6%8%13%12%
1%1%5%4%
0
25
50
75
100
CLOTH DETERGENTS HOUSE DETERGENTS &PAPERS
HAIR CARE PRODUCTS BODY & FACE CAREPRODUCTS
HYPER MARKETS SUPER MARKETS W/H OF DETERGENTS & PAPERS
BEAUTY SHOP ATHER TYPES DISCOUNTS
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (OTHER CATEGORIES).LAST 3 MONTHS (OTHER CATEGORIES).
50
Shopper ResearchShopper Research
4%1%
4%
60%
8%
69%
90%
14%
2%
12%10%
13%
0
25
50
75
100
MILK, YOGURT BREAD SNACKS, CHOCOLATES, BISCUITS, GUMS
HYPER MARKETS SUPER MARKETS BAKERY OTHER KIDS HABERDASHERIES KIOSKS
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)
51
Shopper ResearchShopper Research
4%
1%
9%8%
12%
83%
15%
83%
8%
81%
82%
2%
8%3%1%
0
25
50
75
100
CHEESE, DELICATESSEN FRUITS, VEGETABLES PASTA, RICE, LEGUMES MEAT, FISH
HYPER MARKETS SUPER MARKETS MINI MARKETS
BUTCHER'S SHOP, FISH MARKET GREENGROCERY OTHER TYPES
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)?ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)?
52
Shopper ResearchShopper Research
9%8%7%6%
62%
76%78%
83%
7%5%
27%
9%
2%
8%9%6%
0
25
50
75
100
COFFEE, TEAS, ETC REFRESHMENTS, JUICES,WATER
WINE, BEER OTHER ALCOHOLIC DRINKS
HYPER MARKETS SUPER MARKETS MINI MARKETS LIQUER STORES OTHER TYPES
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY(BEVERAGES)ORDER TO PURCHASE THE PRODUCT CATEGORY(BEVERAGES)
53
Shopper ResearchShopper Research
129%
16%16%
58%
68%70%
74%
10%
6%
31%
17%
3%3%4%4% 1%2%1%
0
25
50
75
100
CLOTH DETERGENTS HOUSE DETERGENTS &PAPERS
HAIR CARE PRODUCTS BODY & FACE CAREPRODUCTS
HYPER MARKETS SUPER MARKETS W/H OF DETERGENTS & PAPERS
BEAUTY SHOPES OTHER TYPES DISCOUNTS
2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ
IN WHICH TYPE OF STORES DO YOY SPENT THE HIGHER AMOUNT IN IN WHICH TYPE OF STORES DO YOY SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)?ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)?
54
Shopper ResearchShopper ResearchSUMMARIZINGSUMMARIZING … …
FREQUENCY OF PURCHASES
Main purchases: 3.1 times/month
Complementary purchases: 9.6 times/month
AMOUNT SPENT
On average 200.000 dr. (Euro 600) are spent per month.
65% food & snacks 19% body care products and house detergents 16% beverages, drinks
MOST IMPORTANT NEEDS
Quality Easy & fast purchases Price – quality value Convenient distance Low prices
HYPER MARKET – SYPER MARKET
Cover all of the family’s needs Variety of brands / products Easy to find on the shelves The newest products are available The products the buyer/customer wants are always available
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