The Path to Purchase & Shopper Marketing
Shopper Marketing and the Path to Purchase
Jan 19, 2015
An attempt to add metrics that allow a better understanding of the path to purchase for CPG products
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The Path to Purchase & Shopper Marketing
Purchase Decision Making
• Assumed that the consumers’ attitudes to brand and category will determine how they purchase
Purchase Decision Making
• But measuring those attitudes doesn’t always predict purchase
Purchase?
Purchase Decision Making
• Research should not only focus on ‘why’ but ‘how’
Purchase?
Measuring the ‘How’ for CPG
Value
Discount seeking
Price knowledge
Impulsivity
Enjoyment
Packaging Impact
Decision Involvement
In Store Comparison
Quick Trip
Ingredients Grab
Short Term Refill
Fresh Stock Up
Non Perishables Stock Up
Personal Care Trip
Trip Type Buying Style
7
Base: N= 1626 (Total Sample)
General Stock Up Trip
27%
Emergency Trip
12%Personal
Care Trip 7%
Quick Trip 54%
Regularly scheduled
6%
Sale/Promotion
3%
IngredientsGrab17%
Ran Out23%
Where does the category purchase fall?
Trip Types – When is the category purchased?
Trip Types – When is the brand purchased?
Do trip types impact buying style?
• It certainly impacts attitude and behaviour to price when buying coffee
Does trip type make a difference to buying style?
• The impact varies by category
Does trip type make a difference to buying style?
Does trip type make a difference to buying style?
Measuring the “how” and the “why”
Measuring the ‘How’ for CPG
ValueDiscount seeking
Price knowledge
Impulsivity
Enjoyment
Packaging Impact
Decision Involvement
In Store Comparison
Important to get a significant discount on the price
Hold off on buying it until I see a big sale being advertised
Important to me to get a far better price than is usual
I'm well aware of the prices of the relevant brands
Spent more for the product than I had planned to pay
Usually buy it on impulse
Can be fun to shop for
Don't know the brand names but I recognize packs
Listen to recommendations from friends or family
Spend extra time at the shelf considering what to buy
Discuss different brands with people I know
Paid attention to price differences between brands
Paid attention to price per volume/weight
Category
Important in daily life
Personal meaning
Triggers a trip
Brand
One brand preferred
Buying right brand important
Go straight to one brand in store
Measuring the ‘How’ for CPG – Potato Chips
ValueDiscount seeking
Price aware
Impulsivity
Enjoyment
Pack Impact
Decision Involvement
In Store Comparison
Important to get a significant discount
Hold off on buying it until I see a big sale
Important to get a far better price than usual
I'm well aware of the prices of the relevant brands
Spent more than I had planned to pay
Usually buy it on impulse
Can be fun to shop for
Don't know brands but I recognize packs
Listen to recommendations from friends/family
Spend extra time at the shelf considering
Discuss different brands with people I know
Paid attention to price differences between brands
Paid attention to price per volume/weight
Measuring the ‘How’ for CPG – Potato Chips
ValueDiscount seeking
Price aware
Impulsivity
Enjoyment
Pack Impact
Decision Involvement
In Store Comparison
Category
Brand
Measuring the ‘How’ for CPG – Frozen Meals
ValueDiscount seeking
Price aware
Impulsivity
Enjoyment
Pack Impact
Decision Involvement
In Store Comparison
Category
Brand
Measuring the ‘How’ for CPG – Coffee
ValueDiscount seeking
Price aware
Impulsivity
Enjoyment
Pack Impact
Decision Involvement
In Store Comparison
Category
Brand
Measuring the ‘How’ for CPG – Coffee
Category
Brand
Category
Brand
Value
Impulsivity
Enjoyment
Pack Impact
Decision Involvement
In Store Comparison
Competitive Brands
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