Shopper Marketing and the Path to Purchase

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An attempt to add metrics that allow a better understanding of the path to purchase for CPG products

Published in: Business

Shopper Marketing and the Path to Purchase

  1. 1. The Path to Purchase & Shopper Marketing
  2. 3. Purchase Decision Making <ul><li>Assumed that the consumers’ attitudes to brand and category will determine how they purchase </li></ul>
  3. 4. Purchase Decision Making <ul><li>But measuring those attitudes doesn’t always predict purchase </li></ul>Purchase?
  4. 5. Purchase Decision Making <ul><li>Research should not only focus on ‘why’ but ‘how’ </li></ul>Purchase?
  5. 6. Measuring the ‘How’ for CPG Trip Type Buying Style 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
  6. 7. Where does the category purchase fall? 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% Ingredients Grab 17% Ran Out 23%
  7. 8. Trip Types – When is the category purchased?
  8. 9. Trip Types – When is the brand purchased?
  9. 10. <ul><li>Do trip types impact buying style? </li></ul>
  10. 11. Does trip type make a difference to buying style? <ul><li>It certainly impacts attitude and behaviour to price when buying coffee </li></ul>
  11. 12. Does trip type make a difference to buying style? <ul><li>The impact varies by category </li></ul>
  12. 13. Does trip type make a difference to buying style?
  13. 14. <ul><li>Measuring the “how” and the “why” </li></ul>
  14. 15. Measuring the ‘How’ for CPG 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 Value Discount 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
  15. 16. Measuring the ‘How’ for CPG – Potato Chips Value Discount 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
  16. 17. Measuring the ‘How’ for CPG – Potato Chips Category Brand Value Discount seeking Price aware Impulsivity Enjoyment Pack Impact Decision Involvement In Store Comparison
  17. 18. Measuring the ‘How’ for CPG – Frozen Meals Category Brand Value Discount seeking Price aware Impulsivity Enjoyment Pack Impact Decision Involvement In Store Comparison
  18. 19. Measuring the ‘How’ for CPG – Coffee Category Brand Value Discount seeking Price aware Impulsivity Enjoyment Pack Impact Decision Involvement In Store Comparison
  19. 20. 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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