Shopper Insights Tracking Service for the U.S. Home Fragrances Market

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Shopper Insights Tracking Service for
the U.S. Home Fragrances Market
1st Edition
Base Years: 2012-2014
Augmenting our 15+ years of offering Home Fragrances: U.S. Market Analysis
and Opportunities, Kline & Company is pleased to announce a new independent
shopper research which will help marketers pinpoint what consumers value
and prefer in their purchase of scented home fragrance/air care products. Our
analysis will focus primarily on the buying habits and mindsets of women who
shop in mass market outlets, such as Target, Walgreens, and Walmart, for
scented merchandise compared to those who frequent specialty stores
operated by Bath & Body Works, Pier 1 Imports, and the Yankee Candle
Company. These shoppers will be compared and contrasted to one another and
in some cases shown where overlaps exist.

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Shopper Insights Tracking Service for the U.S. Home Fragrances Market

  1. 1. Consumer ProductsIn-Depth Report Series Shopper Insights Tracking Service for the U.S. Home Fragrances Market 1st Edition Base Years: 2012-2014 Augmenting our 15+ years of offering Home Fragrances: U.S. Market Analysis and Opportunities, Kline & Company is pleased to announce a new independent shopper research which will help marketers pinpoint what consumers value and prefer in their purchase of scented home fragrance/air care products. Our analysis will focus primarily on the buying habits and mindsets of women who shop in mass market outlets, such as Target, Walgreens, and Walmart, for scented merchandise compared to those who frequent specialty stores operated by Bath & Body Works, Pier 1 Imports, and the Yankee Candle Company. These shoppers will be compared and contrasted to one another and in some cases shown where overlaps exist. This tracking service will answer questions such as: What percent of the population crosses over and shops for home fragrance products at mass outlets and specialty stores in the same time period, and from what demographic groups are they? What do women say are the main reasons for purchasing home fragrance products in a specialty store versus a drug store or big box retailers? Does the average amount spent per shopper change during different periods of the year? In what situations are consumers willing to pay extra for some categories or features? www.KlineGroup.com Report #Y734 | © 2012 Kline & Company, Inc.
  2. 2. Shopper Insights Tracking Service for the U.S. Home Fragrances Market Report Scope Home fragrance and air care marketers in the United States face the ongoing challenge of trying to grow a mature market in the face of an uncertain economy compounded by low product innovation levels. It is important to understand what is going through the consumer’s mind when she purchases these impulse-driven products or opts not to make a purchase. What attributes does she consider before putting the item in her shopping basket? We will look at indicators that may influence purchases including scent, the decorative container, the price point or that the holiday season inspired the purchase Our research will probe to understand not only what the shopper thinks about when buying a home fragrance product but we will compare and contrast the specialty store shopper with the mass merchandiser shopper. We will take a look at women who shop in venues like Yankee Candle stores and Bath & Body Works versus those who buy scented merchandise in Target or Walgreens. We will discover that there are consumers who shop in both retail outlets. Key Benefits Kline will be able to offer our clients a unique service, filling a void in the market place. Kline’s extensive industry expertise in the home fragrance and air care market will provide subscribers to this service with a new level of understanding of shopping patterns. The service will help marketers and retailers: Obtain actionable information over a short period of time. Help to shape marketing strategies and sales programs by purchase destination. Provide an understanding of the traits and key difference of women shopping in specialty stores versus mass outlets. Depict how purchase decisions differ between seasons from year to year. www.KlineGroup.com Report #Y734 | © 2012 Kline & Company, Inc.
  3. 3. Shopper Insights Tracking Service for the U.S. Home Fragrances Market Contents 1. Introduction This section will describe the format, scope, approach, and methodology of the report. 2. Executive Summary This section will describe the format, scope, approach, and methodology of the report. 3. Research Findings This section will describe the decision-making attributes that have emerged from the research and what the key factors are behind respondents’ purchase decision, as well as their choice of shopping destination. Examples of attributes include: – Average basket size – Brand loyalty – Fragrance – Packaging – Pricing – Promotion (customer loyalty program, coupons) The research results will be clustered and compared across product categories, as listed in Table 1 as well by purchase channel and by store as shown in Table 2. Some questions will be geared towards what consumers think about these product categories in general. Table 1: Product Categories Table 2: Select Examples of Retail Outlets to be Covered Candles Outlet type Example Room sprays Mass outlets Costco, Target, Walgreens, Walmart Diffusers (adjustable solids, electric Bath & Body Works, Bed, Bath & wall diffusers, reed diffusers) Specialty stores Beyond, Pier 1 Imports, Yankee Wax melts and home fragrance oils Candle Company Deliverable Dates This program covers 2012 through 2014, or four semi-annual reports, as follows: Time period reflected Report deliverable date YEAR ONE Fall 2012/Winter 2013 2Q 2013 Spring/Summer 2013 4Q 2013 YEAR TWO 2Q 2014 Fall 2013/Winter 2014 Spring/Summer 2014 4Q 2014 www.KlineGroup.com Report #Y734 | © 2012 Kline & Company, Inc.
  4. 4. Shopper Insights Tracking Service for the U.S. Home Fragrances Market Methodology Kline & Company is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of confidence. Kline’s market analysis approach places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current, and reliable. This study pertains to the United States and will be a nationwide, Internet-based structured survey. The estimated number of responses for this service is approximately 800, based on a statistically valid sample of the population. Kline Credentials Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for over 50 years. Klines research and consulting services extend across the entire personal care value chain. Our solutions have helped clients develop better ways to create and profit from new business opportunities, respond to competitive and economic threats, improve productivity, achieve sustainable growth, and optimize performance. Kline provides clients with facts, forecasts, and recommendations based solidly on the realities of the market. Recently published or in-progress research for the Our market research reports and services are designed to provide Consumer Products industry includes: subscribers with a deeper understanding of their markets, an outlook for their business, and accurate information about their Home Fragrances: U.S. Market competitors. Our clients tell us they often use Klines market Beauty Devices: Global Market research to validate their own internal analysis, and many clients rely on Kline reports as their most critical source of information. Beauty Retailing USA For more information about this study or Klines other services, e- mail us at sales@klinegroup.com, visit our website at www.KlineGroup.com, or contact us at any of our regional offices listed below. North America Latin America Europe China India Japan +1-973-435-3407 +55-11-3079-0792 +32-2-770-4740 +86-21-5292-5353 +91-124-4546-100 +81-3-3242-6277 www.KlineGroup.com Report #Y734 | © 2012 Kline & Company, Inc.

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