The	  mul(ple-­‐branch	  research	  of	             ROPO	  effect	    The Internet as a deciding source of the    informati...
Methodological	  note   The research was	   conducted	   by	   IMAS	   Interna(onal	   Company	   on	   5-­‐12	   of	   Ma...
The introduction   For some time, the marketing world is         Our goal was to establish in which   fascinated by the re...
What the report is about    We studied the purchase behaviour    connected with 25 different branches,    beginning from b...
How we studied ROPO?We decided to divide the purchasingprocess in two dimensions.                                         ...
The following example will ilustrate how our research looked like:                                       Meet Marysia,    ...
CONVERSATION WITH MARYSIA         •    It was a May afternoon…         •    We	  asked	  Marysia,	  whether	  in	  the	  l...
CONVERSATION WITH MARYSIA  Next,	  we	  asked	  if	  she	  remember	  her	  LAST	  purchase	  of	  clothes	  or	  shoes	  ...
CONVERSATION WITH MARYSIA                                      How did you get the information that                       ...
THE RESULTS
25 shopping areas                                               Which of these products did you buy personally at least on...
Medicines nad medical products                                                     The decisive source of the information:...
Clothes and shoes                                                          The decisive source of the information:        ...
Cosmetics or personal care products                                                              The decisive source of th...
Car insurance                                                            The decisive source of the information:          ...
Books                                                             The decisive source of the information:                 ...
Toys                                                                  The decisive source of the information:             ...
Furnitures and other home items                                                               The decisive source of the i...
Cinema tickets                                                              The decisive source of the information:       ...
Mobile phones or the subscriptions                                                                       The decisive sour...
The small household equipment (the iron, the frying pan or other)                                                         ...
Clothing accessories (the jewelerry, watches)                                                                   The decisi...
The car parts                                                                     The decisive source of the information: ...
The car accessories                                                               The decisive source of the information: ...
Sports and tourist equipment                                                                    The decisive source of the...
The airline or railway tickets                                                                      The decisive source of...
Electronic equipment (TV, radio, stereo)                                                                        The decisi...
The holiday                                                              The decisive source of the information:          ...
The household equipment (the washing machine, the fridge or other)                                                        ...
Music on CD or as MP3 file.                                                               The decisive source of the infor...
Films on DVD or Blue-Ray                                                                   The decisive source of the info...
Computer components or accessories                                                                      The decisive sourc...
The bank credit                                                 The decisive source of the information:                   ...
The software or the computer games                                                                      The decisive sourc...
Booking a hotel room                                                                The decisive source of the information...
ROPO in Poland
ROPO in Poland
ROPO in Poland
ROPO in Poland
ROPO in Poland
ROPO in Poland
ROPO in Poland
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ROPO in Poland

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ROPO in Poland

  1. 1. The  mul(ple-­‐branch  research  of   ROPO  effect   The Internet as a deciding source of the information in the purchase process
  2. 2. Methodological  note The research was   conducted   by   IMAS   Interna(onal   Company   on   5-­‐12   of   May   2011,  using  CATI  telephone  interviews  on  a  sample  of  n  =  1000  adult  Poles.  The  selec(on     of   respondents   was   carried   out   using   the   random-­‐quota   method,     which   generated   numbers   of   phones   using   RDD   (random   digit   dialing)   and   then   obtaining   a   certain   number   of   respondents   appointed   by   the   variables:   gender,   age,   educa(on,   region   and   size   of   the   city.     The   research   is   representa(ve   for   the   adult   popula(on   of   Poles  living  in  Poland.      
  3. 3. The introduction For some time, the marketing world is Our goal was to establish in which fascinated by the results of some branches the Internet is a decisive research, that provide lots of examples source of the information about the about relationships between searching the products. information about the products in the Internet and buying them in the real world. In contrast to the previously published studies based on a research of only the ROPO effect (Research Online, part of the market (for example ROPO Purchase Offline) describes a part of effect only in Retail or Travel Section), the purchase behavior, which involve aim of our study was to provide a wide searching information about the products information and facts. We wanted to in the Internet, and then purchase them at establish in which industries the ROPO the real shop. effect occures and how strong it is.      
  4. 4. What the report is about We studied the purchase behaviour connected with 25 different branches, beginning from buying books through the Internet, the music, the electronic equipment to the financial products and the car accessories. Presenting results of this study, we want to show what is the way of purchasing these products and what is the main source of the information about them.
  5. 5. How we studied ROPO?We decided to divide the purchasingprocess in two dimensions. Online shopping. Online shopping, The Internet as a the decision  based   decisive source of•  The first dimension is determined by on  the  data  offline. the information. the place of purchase - online or offline.•  The second dimension concerns the main source of the information. Traditional We researched where the client shopping. Traditional searches the main information about The Internet as a shopping, decisive source of the decision  based   the product, MAINLY online or offline the information. on  the  data  offline. (ROPO)Based od 1000 similary interviews weprepared the list, which clearly assignsthe purchase to one of the four group. The  direct  impact  of  the  Internet  on  total  sale.  
  6. 6. The following example will ilustrate how our research looked like: Meet Marysia, she likes shopping.
  7. 7. CONVERSATION WITH MARYSIA •  It was a May afternoon… •  We  asked  Marysia,  whether  in  the  last  twelve  months  has   bought  clothes  or  shoes. She answered: YES!   We established that in the last year, 88% of our responders bough clothes or shoes.  
  8. 8. CONVERSATION WITH MARYSIA Next,  we  asked  if  she  remember  her  LAST  purchase  of  clothes  or  shoes  (whatever  it  was). Did you buy a thing throuht the Internet or in a traditional way? In a traditional way – I went do the shop and I bought a thing. 95% among all the customers, bought clothes or shoes in a traditional way (offline).
  9. 9. CONVERSATION WITH MARYSIA How did you get the information that helped you to decide what to buy? I was talking with friends, looking through the newspapers and the Internet… OK. Which of these sources of the information had the biggest influence on your purchase? The Internet. When I came across ‚that thing’, I just had to have it. About clothes or shoes, the Internet is the main source of the information, for 4,1% of all buyers.
  10. 10. THE RESULTS
  11. 11. 25 shopping areas Which of these products did you buy personally at least onceThe responders gave their in the last 12 months?opinion about a very popularand often buying products lekarstwa lub artykuły medyczne 91% odzież/obuwie 88%(clothes, shoes, cosmetics) kosmetyki lub środki do pielęgnacji 88%and products whose are ubezpieczenie OC/ AC 51%buying rarely such a photo książki 50%equipment, computer software zabawki 50%and others. meble lub elementy wyposażenia domu 48% bilety do kina lub na różne wydarzenia 45% telefon komórkowy lub abonament telefonu 42% małe AGD (np. żelazka, czajniki, patelnie) 42%Further analysts are based on dodatki do odzieży (np. biżuteria, zegarek) 39%people who bought something części samochodowe 39%in the last 12 months. akcesoria samochodowe 39% sprzęty sportowe lub turystyczne 31% bilety lotnicze lub kolejowe 25% urządzenia RTV - np. telewizor, radio, wieża 25% wyjazd urlopowy lub wycieczka zagraniczna 24% duże AGD (np. pralki, lodówki, zmywarki) 22% muzyka na CD lub w postaci pliku mp3 22% film na płycie DVD lub Blue-Ray 22% podzespoły lub akcesoria komputerowe 21% kredyt lub pożyczka bankowa 18% oprogramowanie lub gry komputerowe 18% rezerwacja w pokoju hotelowym 13% aparat fotograficzny lub kamera 13%
  12. 12. Medicines nad medical products The decisive source of the information: online offline Purchase online 0,8% 1,4% The most important offline 0,3% information collected offline The Internet has a direct impact and purchase on 2,5 % of total sales offline. n=904  buyers   97,6% The  most  frequent  sources  of  the  informa=on:  offline   Too  liVle  basis  to   Friends/family     present  a  graph  of   I  decided  in  the  shop,  during  shopping   selected  sources  of  online     informa(on  . From  the  salesman     I  had  the  knowledge  from  the  previous  shopping  
  13. 13. Clothes and shoes The decisive source of the information: online offline Purchase online 2,4% 2,4% offline The most 1,7% important information collected offline The Internet has a direct impact and purchase on 6,5 % of total sales offline. n=881  buyers   93,5% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    Internet  auc(on I  decided  in  the  shop,  during  shopping       Web  search  engine The  offer  in  the  shop       Online  store Friends/family     I  had  the  knowledge  from  the  previous  shopping   n=37  searching  online,  n=844  searching  offline  
  14. 14. Cosmetics or personal care products The decisive source of the information: online offline Purchase online 1,3% 2,2% The most offline 0,3% important information The Internet has a direct impact collected offline on 3,8 % of total sales and purchase offline. n=876buyers   96,2% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping     Online  store I  had  the  knowledge  from  the  previous  shopping       Web  search  engine I  read  a  leaflet     The  offer  in  the  shop     n=16  searching  online,  n=860  searching  offline  
  15. 15. Car insurance The decisive source of the information: online offline Purchase online 2,2% 2,1% The most offline 1,7% important information The Internet has a direct impact collected offline on 6,0 % of total sales and purchase offline n=511  buyers   94,0% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  had  the  knowledge  from  the  previous  shopping   Producer  website   From  the  salesman   Web  search  engine   Friends/family   I  decided  in  the  shop,  during  shopping   n=21  searching  online,  n=490  searching  offline  
  16. 16. Books The decisive source of the information: online offline Purchase online 7,0% 6,9% The most offline 3,8% important information collected offline The Internet has a direct impact and purchase on 17,7 % of total sales offline 82,3% n=500    buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  the  shopping   Web  search  engine     Friends/family   Online  store     The  other  way   Internet  auc(on   The  offer  in  the  shop   n=26  searching  online,  n=368  searching  offline  
  17. 17. Toys The decisive source of the information: online offline Purchase online 4,3% 3,1% The most 1,3% important offline information collected offline The Internet has a direct impact and purchase on 8,7 % of total sales offline. n=498  buyers   91,2% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Family/friends Internet  auc(on     The  offer  in  the  shop Online  store   I  read  a  leaflet    n=28  searching  online,  n=470  searching  offline  
  18. 18. Furnitures and other home items The decisive source of the information: online offline Purchase online 4,7% 1,6% The most important offline 6,3% information collected offline The Internet has a direct impact and purchase on 12,6 % of total sales offline. n=479  buyers   87,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping   Web  search  engine   The  offer  in  the  shop   Producer  website   I  read  a  leaflet    Internet  auc(on   Family/friends n=54  searching  online,  n=425  searching  offline  
  19. 19. Cinema tickets The decisive source of the information: online offline Purchase online 8,5% 6,7% The most offline important 14,1% information collected offline The Internet has a direct impact and purchase on 29,3 % of total sales offline. n=448  buyers   70,7% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family   Web  search  engine   The  television  (ads  or  tv  programs)   Producer  website   I  decided  in  the  shop,  during  shopping   In  the  other  way   The  press  (ads  or  ar(cles)   n=103  searching  online,  n=345  searching  offline  
  20. 20. Mobile phones or the subscriptions The decisive source of the information: online offline Purchase online 4,1% 4,7% The most important offline 6,1% information collected offline The Internet has a direct impact and purchase on 14,9 % of total sales offline. 85,0% n=420  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping   Web  search  engine   From  the  salesman   Producer  website   Friends/family   Internet  auc(on I  had  the  knowledge  from  the  previous  shopping   I  decided  in  the  shop    n=48  searching  online,  n=372  searching  offline  
  21. 21. The small household equipment (the iron, the frying pan or other) The decisive source of the information: online offline Purchase online 5,1% 1,6% The most offline 1,2% important information The Internet has a direct impact collected offline on 7,9 % of total sales and purchase offline. n=415  buyers   92,1% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop,  during  shopping     Online  store The  offer  in  the  shop     Web  search  engine From  the  salesman   I  read  a  leaflet n=27  searching  online,  n=388  searching  offline  
  22. 22. Clothing accessories (the jewelerry, watches) The decisive source of the information: online offline Purchase online 4,3% 2,1% The most 2,7% important offline information collected offline The Internet has a direct impact and purchase on 9,1 % of total sales offline. n=394  buyers   91,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop,  during  shopping     Web  search  engine The  offer  in  the  shop     Online  store Friends/family   I  read  a  leaflet   n=37  searching    online,  n=844  searching  offline  
  23. 23. The car parts The decisive source of the information: online offline Purchase online 9,0% 5,0% The most important offline 1,7% information collected offline The Internet has a direct impact and purchase on 15,7 % of total sales offline 84,4% n=391  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on From  the  salesman     Web  search  engine The  mechanic,  workshop     Online  store Friends/family   I  decided  in  the  shop,  during  shopping   n=42searching  online,  n=349  searching  offline  
  24. 24. The car accessories The decisive source of the information: online offline Purchase online 4,2% 1,7% The most 0,6% important offline information collected offline The Internet has a direct impact and purchase on 6,5 % of total sales offline. n=390  buyers   93,5% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Web  search  engine              I  decided  in  the  shop,  during  shopping     Internet  auc(on I  had  the  knowledge  from  the  previous  shopping   From  the  salesman   The  offer  in  the  shop n=19  searching  online,  n=371  searching  offline  
  25. 25. Sports and tourist equipment The decisive source of the information: online offline Purchase online 12,1% 4,3% The most 5,5% important offline information collected offline The Internet has a direct impact and purchase on 21,9 % of total sales offline 78,1% n=306  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    I  decided  in  the  shop,  during  shopping Internet  auc(on     The  offer  in  the  shop Online  store     Friends/family Web  search  engine   I  read  a  leaflet n=55  searching  online,  n=251  searching  offline  
  26. 26. The airline or railway tickets The decisive source of the information: online offline Purchase online 14,0% 10,5% The most offline important 5,1% information The Internet has a direct impact collected offline on 29,6 % of total sales and purchase offline. n=253  buyers   70,4% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline    There  was    the  need Producer  website     From  the  salesman Web  search  engine   Friends/family   I  decided  in  the  shop,  during  shopping   In  the  other  way n=50  searching  online,  n=203  searchingc  offline  
  27. 27. Electronic equipment (TV, radio, stereo) The decisive source of the information: online offline Purchase online 5,5% 1,9% The most important offline 5,5% information collected offline The Internet has a direct impact and purchase on 12,9 % of total sales offline n=246  buyers   87,1% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop,  during  shopping Online  store     From  the  salesman Web  search  engine   Friends/family   I  read  a  leaflet n=28  searching    online,  n=218  searching  offline  
  28. 28. The holiday The decisive source of the information: online offline Purchase online 19,2% 9,1% The most 8,0% important offline information collected offline The Internet has a direct impact and purchase on 36,3 % of total sales offline 63,7% n=235  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family Web  search  engine     I  had  the  knowledge  from  the  previous  shopping In  the  other  way     From  the  salesman Producer  website   In  the  other  way n=68  searching  online,  n=167  searching  offline  
  29. 29. The household equipment (the washing machine, the fridge or other) The decisive source of the information: online offline Purchase online 6,7% 0,7% The most 3,3% important offline information collected offline The Internet has a direct impact and purchase on 10,7 % of total sales offline. 89,3% n=222  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     From  the  salesman Online  store   The  offer  in  the  shop   I  have  the  knowledge  from  the  previous  shopping  n=22  searching  online,  n=200  searching  offline  
  30. 30. Music on CD or as MP3 file. The decisive source of the information: online offline Purchase online 9,7% 8,1% The most 5,5% important offline information collected offline The Internet has a direct impact and purchase on 23,3 % of total sales offline 76,7% n=219  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Web  search  engine I  decided  in  the  shop  during  shopping     Internet  auc(on Friends/family     Online  store The  television  (ads  or  tv  programs)   The  offer  in  the  shop n=36  searching  online,  n=183  searching  offline  
  31. 31. Films on DVD or Blue-Ray The decisive source of the information: online offline Purchase online 6,9% 6,1% The most 4,1% important offline information collected offline The Internet has a direct impact and purchase on 17,1 % of total sales offline n=216  buyers   82,9% The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Friends/family Online  store   In  the  other  way   The  offer  in  the  shop n=25  searching  online,  n=191  searching  offline  
  32. 32. Computer components or accessories The decisive source of the information: online offline Purchase online 15,9% 7,1% The most 6,2% important offline information collected offline The Internet has a direct impact and purchase on 29,2 % of total sales offline. 70,7% n=211  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Internet  auc(on I  decided  in  the  shop  during  shopping     Web  search  engine Friends/family     Online  store From  the  salesman   I  had  the  knowledge  from  the  previous  shopping n=48  searching  online,  n=163  searching  offline  
  33. 33. The bank credit The decisive source of the information: online offline Purchase online 1,3% 0,5% 0,5% The most important offline information collected offline The Internet has a direct impact and purchase on 2,3 % of total sales offline n=178  buyers   97,7% The  most  frequent  sources  of  the  informa=on:  offline   From  the  salesman Too  liVle  basis  to     present  a  graph  of   I  had  the  knowledge  from  the  previous  shopping selected  sources  of  online     informa(on. I  decided  in  the  shop  during  shopping   Friends/family n=173  searching  offline  
  34. 34. The software or the computer games The decisive source of the information: online offline Purchase online 15,5% 11,6% The most 6,9% important offline information collected offline The Internet has a direct impact and purchase on 38,5 % of total sales offline. 66,7% n=177  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   I  decided  in  the  shop  during  shopping Web  search  engine     Friends/family Online  store     The  television  (ads  or  tv  programs) Producer  website   The  offer  in  the  shop n=41  searching  online,  n=136  searching  offline  
  35. 35. Booking a hotel room The decisive source of the information: online offline Purchase online 27,7% 10,5% The most important offline information 11,8% collected offline The Internet has a direct impact and purchase on 50,0 % of total sales offline. 50,0% n=130  buyers   The  most  frequent  sources  of  the  informa=on:  online   The  most  frequent  sources  of  the  informa=on:  offline   Friends/family   Web  search  engine I  have  the  knowledge  from  the  previous  shopping     Producer  website In  the  other  way   From  the  salesman n=53  searching  online,  n=77  searching  offline  
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