Shopper Research 2002 (ECR Greece)

1

Shopper ResearchShopper Research

PresentationPresentation

ECR HellasECR Hellas

MayMay 2002 2002


2

Shopper ResearchShopper ResearchCONTENTSCONTENTS

Results

Introduction – The objectives of the Research

Methodology

Planning – Fieldwork – Data processing

Demographics

3

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

4

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).

5

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).

6

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.

7


Research’s IdentityResearch’s Identity

Demographics

8


18-3427%

35-4426%

45-5424%

55-6423%

2 ΦΟΡΕΣ ΤΗΝ ΕΒΔΟΜ

Age of intervieweesAge of interviewees

9


5+16%

3-456%

1-228%


Number of Family MembersNumber of Family Members

10


NON EMPLOYED

67%

EMPLOYED33%


Employment of the Employment of the intervieweesinterviewees

11


North10%

Salonika18%

South

11%

Attica61%


AreaArea

12


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

13


Chapter 1Chapter 1

Retail Channels / store types which are visited by ShoppersRetail Channels / store types which are visited by Shoppers

14

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

15


CHAPTER IICHAPTER II

SHOPPER’S HABITSSHOPPER’S HABITS

16


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

21


CHAPTER IIICHAPTER III

Important Needs

22

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

23

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

24

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


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




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..


40

3439

47

41

35

43 43

33

0

25

50

75

100



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..


3840

36 36

42

3640

37

43

0

25

50

75

100



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..


38 37

30

41 43

33

40 40

30

0

25

50

75

100



HighNonEmployed

30


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

31


ATTRIBUTES OF THE DIFFERENT TYPES OF STORES ATTRIBUTES OF THE DIFFERENT TYPES OF STORES

BEAUTY SHOPS

I FEEL PLEASURABLY WHEN SHOPPING THERE


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

32



BAKERIES

IT IS NEAR MY HOUSE


IT IS A STORE THAT I TRUST

HAS PRODUCTS OF GOOD QUALITY

BUTCHER SHOPS/FISH MARKET

IT IS NEAR MY HOUSE



FRIENDY & WILLING PERSONEL

GREENGROCERY

IT IS NEAR MY HOUSE




33



HABERDASHERIES, DAIRIES

IT IS NEAR MY HOUSE

I CAN DO MY SHOPPING EASILY & FAST

CONVENIENT OPERATING HOURS


KIOSKS

IT IS NEAR MY HOUSE

I CAN DO MY SHOPPING EASILY & FAST

CONVINIENT WORKING HOURS

LIQUER STORES

IT IS NEAR MY HOUSE


CONVENIENT OPERATING HOURS

34


CHAPTERCHAPTER Ι ΙVV

Basic Categories of Products.Buying Habits

35


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


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


MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A)

37


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


MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B)

38


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


MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C)

39


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


MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D)MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D)

40


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


AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORYAMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY

41




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


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



43


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



44


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



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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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

Documents

Shopper Research 2002 (ECR Greece)