Re-inventing Shopper Insight · 2011-08-19 · and shelf space organisation ... fAt FMCG / category level Similar questionnaire for all categories on main purchase behaviour ... offer,
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Background: Retail landscape in RomaniaThe retail business structure has started to change in
Romania.
While consumers continue to shop at the lower end of the trade, the modern trade is gaining continuously in importance
There is rapid shifting in urban areas from smaller formats to larger formats. This is due to rapid expansion of the modern trade combined with a reduction of the traditional trade universe
Questions : For Manufacturers, how to enhance the role of Brands
and what is the appropriate assortment in each format ?
For Retailers, what is tomorrow’s winning format ?
Respondents:Women between 25 and 45 years old with at least one child living at home Should be responsible for carrying out the main shopping for the family
Bucharest, Timisoara, Brasov, Costanta
2. Quantitative InterviewsFace-to-face interviews
Respondents:at the exit of the stores purchased at least 2+ shopping bags
General Report:Perception of the different channels: general image, quality offered, assortment, pricing
Expectation towards the different attributes for each channel: offer, brands, private labels, services
Shopping habitsType of Shopping mission (routine, immediate need, specific purchase, top up)Frequency of coming to the storePurchasing planning (Shopping list)Time spent to do the shopping Other channel / stores visited
Store preferencePreferences / Criticism / Reasons for shopping in specific stores
Shopper’s demographics per channel: age, gender, occupation, family size
Shopping habitsType of Shopping mission (routine, immediate need, specific purchase, top up)Frequency of coming to the storeTime and money spent to do the shopping Purchasing planning (Shopping list)
• Seen as conveying an approachable and familiar atmosphere in a simple manner. Appreciated as being common and popular/ being there every time one needs something
• In the same time, seen as keeping track with times/ not remaining behind with anything
• Seen as conveying an approachable and familiar atmosphere in a simple manner. Appreciated as being common and popular/ being there every time one needs something
• In the same time, seen as keeping track with times/ not remaining behind with anything
Modern/ spontaneous character
Special/ Sophisticated
Common/ Popular
HYPERMARKETHYPERMARKET
SUPERMARKETSUPERMARKET
• Seen as implying a very modern and up-to-date shopping style, since offering a very large range of products and brands, well-disposed on the shelves, in a single place
• Seen as offering a warm and pleasurable atmosphere to do shopping. Perceived as being very close to people, permanently coming with appealing offers
• Seen as implying a very modern and up-to-date shopping style, since offering a very large range of products and brands, well-disposed on the shelves, in a single place
• Seen as offering a warm and pleasurable atmosphere to do shopping. Perceived as being very close to people, permanently coming with appealing offers
• Perceived as being rather exclusivist/ addressing a small segment of consumers
• Not very approachable/ seen as rather distant and rigid
• Perceived as being more preoccupied by their personal success than to satisfy clients’ needs or to create a pleasant atmosphere
• Perceived as being rather exclusivist/ addressing a small segment of consumers
• Not very approachable/ seen as rather distant and rigid
• Perceived as being more preoccupied by their personal success than to satisfy clients’ needs or to create a pleasant atmosphere
• Unappealing in terms of imagesince not implying anything new/ modern
• Rather obsolete type of store/ reminding of Communist period of time, since offering a narrow range of products
• Unappealing in terms of imagesince not implying anything new/ modern
• Rather obsolete type of store/ reminding of Communist period of time, since offering a narrow range of products
• Perceived as keeping track with times/ being modern and dynamic
• Associated with the “specialist”/ expert type, since offering secure and safe products
• Seen as having a touch of refinement and sophistication
• Perceived as keeping track with times/ being modern and dynamic
• Associated with the “specialist”/ expert type, since offering secure and safe products
• Seen as having a touch of refinement and sophistication
• Seen as having a wide range of products and brands
• Very unappealing appearance – not caring itself/ having un untidy aspect
• Seen as having a wide range of products and brands
• Very unappealing appearance – not caring itself/ having un untidy aspect
Perceived Images of the Channels in Romania
CASH-AND-CARRYCASH-AND-CARRY
Mature / controlled character
TRADITIONAL GROCERY
TRADITIONAL GROCERY
DISCOUNTERDISCOUNTER
PHARMACY PHARMACY
Note: Qualitative part of the study was carried out by Synovate
HM SM Discounters Traditional trade store Cash & Carry
For specific purchases: forspecial occasion (eg.birthday, back-to-school) orbecause of specific offer(promotion?) For emergency purchases(urgently needed products)
For small current purchases(ex: fresh products)
For big routine shopping(weekly ? monthly. Ex.Household basic needs)
Q5 - What is the main reason for coming to this store today? Nb of respondents: 1200
C&C, and HM, followed by HD have the highest percentages for routine shopping
Romanians spend less time and less money in the store in comparison with the other countries which is in line with the high % of small current purchases