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Presentation ECR Hellas. Shopper Research. May 2002. CONTENTS. Introduction – The objectives of the Research. Methodology. Planning – Fieldwork – Data processing. Demographics. Results. Introduction. - PowerPoint PPT Presentation

Text of Presentation ECR Hellas

No Slide TitleMethodology
Introduction
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
Shopper 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).
Shopper Research
Methodology
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).
Shopper Research
Planning - 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.
Shopper Research
HYPER MARKETS
SUPER MARKETS
MINI MARKETS
Shopper Research
Shopper Research
CHAPTER II
Shopper 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
AVERAGE :
average:
Shopper Research
Sheet1
MAIN
52
42
40
38
Sheet1
COMPLEMENTARY
75
49
36
Shopper Research
THE 5 MORE IMPORTANT NEEDS IN PROPORTION WITH THE KIND OF PURCHASES
Sheet1
MAIN
COMPLEMENTARY
52
36
42
49
40
24
38
75
32
12
29
16
23
20
23
13
14
14
TO FIND EASY THE PRODUCTS I NEED ON THE SHELVES
13
10
CONVENIENT
8
32
7
8
AGES
EMPLOYMENT
EDUCATION
Total
18-34
35-44
45-54
55-64
Employed
Low-
Middle
High
Non
Employed
Shopper Research
The 5 most important needs depending on the type of purchase:
-To be able to shop easily and fast.
AGES
EMPLOYMENT
EDUCATION
Total
18-34
35-44
45-54
55-64
Employed
Low-
Middle
High
Non
Employed
Shopper Research
The 5 most important need depending on the type of purchase:
-Very good value price / quality of products.
AGES
EMPLOYMENT
EDUCATION
Total
18-34
35-44
45-54
55-64
Employed
Low-
Middle
High
Non
Employed
Shopper Research
The 5 most important needs depending on the type of purchases:
-To be near my house.
AGES
EMPLOYMENT
EDUCATION
Total
18-34
35-44
45-54
55-64
Employed
Low-
Middle
High
Non
Employed
Shopper Research
The 5 most important needs depending on the type of purchase:
-To have low prices.
Sheet1
I CAN DO MY SHOPPING EASILY AND FAST
FRIENDLY & WILLING PERSONEL
HAS SPACE FOR PARKING
I FULLY COVER MY FAMILY'S NEEDS
Sheet1
VERY GOOD PRICE / QUALITY VALUE
Sheet1
I FULLY COVER MY FAMILY'S NEEDS
PRODUCTS ARE ALWAYS AVAILABLE
Shopper Research
Sheet1
FRIENDLY & WILLING PERSONEL
Sheet1
IT HAS LOW PRICES
VERY GOOD VALUE OF PRICE / QUALITY OF PRODUCTS
Shopper Research
Sheet1
BAKERIES
FRIENDLY & WILLING PERSONEL
HAS PRODUCTS OF GOOD QUALITY
Sheet1
IT IS A STORE THAT I TRUST
HAS PRODUCTS OF GOOD QUALITY
FRIENDY & WILLING PERSONEL
IT IS A STORE THAT I TRUST
FRIENDLY & WILLING PERSONEL
Sheet1
I CAN DO MY SHOPPING EASILY & FAST
CONVENIENT OPERATING HOURS
FRIENDLY & WILLING PERSONEL
I CAN DO MY SHOPPING EASILY & FAST
CONVINIENT WORKING HOURS
FRIENDLY & WILLING PERSONEL
CONVENIENT OPERATING HOURS
HYPER MARKETS
SUPER MARKETS
MINI MARKETS
Shopper Research
Shopper Research
Shopper Research
Shopper Research
Shopper Research
Shopper Research
Shopper Research
Shopper Research
Shopper Research
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOODS).
Shopper Research
IN WHICH TYPE OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOOD).
Shopper Research
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (BEVERAGES).
Shopper Research
IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (OTHER CATEGORIES).
Shopper Research
IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)
Shopper Research
IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)?
Shopper Research
IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY(BEVERAGES)
Shopper Research
IN WHICH TYPE OF STORES DO YOY SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)?
Shopper Research
On average 200.000 dr. (Euro 600) are spent per month.
65% food & snacks
16% beverages, drinks
MOST IMPORTANT NEEDS
Variety of brands / products
The newest products are available
The products the buyer/customer wants are always available
38
40
3636
42
36
40
37
43
0
25
50
75
100
40
34
39
47
41
35
4343
33
0
25
50
75
100
GREENGROCERY
HAS PRODUCTS OF
TRUST
PERSONEL
21%
22%
7%
39%
7%
3,1
0
5
10
15
20
25
30
35
40
45
2 times/week1 time per weekevery 10days2 times per month1 time per month/
0
1
2
3
4
COMPLEMENTARY
75
49
36
52
42
40
38
3%
2%
14%
21%
60%
9,6
0
25
50
75
100
3+ times per week2 times per week1 time per weekevery 10 daysless than/or 2 times per
month
0
2
4
6
8
10
12
53
35
3
3
1
86,7
32
26
66
2
1
5
1287
864
1554
0
10
20
30
40
50
60
70
80
90
100
17%
20%
5%
67%
19%
81%
27%
21%
94%
37%
27%
3%
21%
16%
3%
4%
0
25
50
75
100
KIOSKS
EASILY & FAST
CONVINIENT WORKING
IT IS A STORE THAT I TRUST
HAS PRODUCTS OF GOOD
PRODUCTS
BEAUTY SHOPESOTHER TYPESDISCOUNTS
ON FOOT
HYPER MARKET
0
1000
2000
3000
4000
5000
6000
7000
8000
HYPER MARKETSSUPER MARKETSMINIMARKETS
1
2
2
3
3
4
4
5
5
6
6
ONCE PER WEEKEVERY 10-15 DAYS
ONCE PER MONTH/MORE RARELYNUMBER OF PURCHASES PER MONTH
19
22
14
11
35
40
35
42
36
53
30
47
1,8
2,4
2,3
2,0
0
25
50
75
100
1,0
1,5
2,0
2,5
3,0
ONCE PER WEEKEVERY 10-15 DAYS
ONCE PER MONTH/MORE RARELYNUMBER OF PURCHASES PER WEEK
3
3
4
6
To be able to shop easily & fast4249
Good value between price / quality of the products4024
To be near to my house3875
To have low prices3841
GOOD / INTERESTING PROMOTIONS3116
TO TRUST THE STORE2826
VARIETY OF BRANDS/TYPES/SIZES OF PRODUCTS2313
TO FEEL PLEASURABLY DURING THE SHOPPING1414
TO HAVE PARKING139
I CAN DO MY SHOPPING EASILY AND
FAST
PRODUCTS
BEAUTY SHOPATHER TYPESDISCOUNTS
HYPER MARKETSSUPER MARKETSMINI MARKETS
9%
8%
SUPER MARKETS
WAREHOUSE OF PAPER & DETERGENTS
IT HAS LOW PRICES
PURCHASES
PRODUCTS
RECENT PRODUCTS
LIQUER STORES
FRIENDLY & WILLING
HYPER MARKETSSUPER MARKETSBAKERYOTHER KIDSHABERDASHERIESKIOSKS
FRIENDLY & WILLING
TRUST
ONCE PER WEEKEVERY 10-15 DAYS
ONCE PER MONTH / MORE RARELYNUMBER OF PURCHASES PER MONTH
5
12
20
15
24
35
40
35
37
12
19
14
7
15
3
21
26
30
8
4
8
7
2
3
5487
4666
3779
4549
0
25
50
75
100
0
1000
2000
3000
4000
5000
6000
ONCE PER WEEKEVERY 10-15 DAYS
ONCE PER MONTH/MORE RARELYNUMBER OF PURCHASES PER MONTH
HABERDASHERIES,
DAIRIES
EASILY & FAST
CONVENIENT OPERATING