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Warehouse club close up 2013 topic guide


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Warehouse club close up 2013 topic guide

  1. 1. OUTLINE OF DELIVERABLESAND TOPIC GUIDEwww.meyersresearch.comMEMBERSHIP WAREHOUSE CLUBCLOSE-UP STUDY 2013Take an In-DepthLook at Behavior,Attitude andDecisionMaking AmongWarehouse ClubMembersMembershipWarehouseClubClose-Up2013Wave II
  2. 2. DELIVERABLESMeyers Research Center will provide data cross-tabulations and a Comprehensive Report of Findings toall sponsors. Custom reporting will be available to sponsors at an incremental cost.The Comprehensive ReportThe Comprehensive Report of Findings will provide an invaluable resource for manufacturerswith products currently present in this channel, as well as those who are consideringdistribution.It will reveal how and why members use their warehouse club, presenting insights into shoppingattitudes / behaviors associated with key category segments, and different membership types(consumer, business and executive/plus). The findings will extend to exploring specific productpurchases with respect to business or personal usage/purpose.Data CollectionA sample of recent club shoppers will be probed in depth about a recent trip and the productdecisions made. Approximately 3,000 Warehouse Club members will be interviewed onlineafter a recent shopping experience and each respondent will be asked to provide information onup to two individual items, for a total of over 5,000 individual purchase decisions. The data willbe analyzed by each of three major Clubs, by membership type (business, consumer andexecutive/plus) and by other cells deemed of importance. The general comprehensive reportwill develop insights for the following product groups:I. Foods and Beverages:Refrigerated / perishable foods-Dairy-Deli (packaged meats & cheeses)-Frozen foodsShelf stable foods-Staple foods (bread, cereal, coffee, condiments, etc.)-Snack foods (candy, healthy bars/nuts/fruit, salty, sweet)Beverages:-Alcohol (beer, wine, spirits)-Non-alcohol soft drinks (CSDs, juice, water, other RTD)
  3. 3. III. Health and Beauty CareBaby ProductsDeodorantHair CareOral CareOTC RemediesSkin CareSoap/Body WashSun CareVitamins & SupplementsNote: As incidence and sample size allows, other key category segments may beinvestigated by means of a custom report.TOPIC GUIDEI: Shopper Profile and Channel Shopping Habits Member Demographics, including:- Gender - Household Size- Income - Ages of Children- Age - Ethnicity and race- Education- Type of business or employment- Mobile phone ownership Type of membership Length of membership Why this club was selected to join as opposed to another (location, paymentmethods accepted, product assortment, etc.) Whether membership ever switched or lapsed Frequency with which the warehouse club is visited Whether ever order online Other retail channels used by members; how members changed shopping behaviorin other channels when they joined the club, if at all Attitudes toward the warehouse club – advantages/disadvantages expected andunexpected opportunities/problems sometimes encountered
  4. 4. II: About a Recent Trip What kind of needs trigger the club trip? Range of trip missions and their relativefrequency The warehouse club member’s basket upon exit from his/her most recent visitTotal amount spentTotal entries / items on receiptShopping basket compositionWhich items were planned and which spontaneousWhich items were for home consumption and which for business Awareness / response to any pre-club marketing Awareness / response to any in-club marketing Whether mobile phone / other internet played a role in the trip or the purchasedecisions and, if so, howIII: Product Purchase Decisions Underlying dynamics behind specific product purchase decisions:Planned or impulse purchaseFor whose consumptionHow will be consumed/used; the occasionWhether entire amount will be usedPercent of all product purchases are this brandPercent of all product purchases made in this channel What Are The Key Purchase DriversFactors considered when deciding on products purchased (e.g., Brand,Variety, Flavor, Style, Price, Size/Amount, Packaging, etc.)Decision priorities What Is the impact of in-store and pre-store influences on item selection Substitute-ability or intolerance of substitutes / response if item were sold out/OOS
  5. 5. IV: Evaluation of Club Experience What are the most outstanding deals seen What are the least outstanding deals What would members most like to see that isn’t there now What categories are too limited, if any What categories need more up-to-date items, if any In what categories would they like to see larger sizes, if any In what categories would they like to see smaller sizes, if anyFor More Information Contact:Jeff FriedlaenderJFriedlaender@meyersresearch.comGeorge BrownGBrown@meyersresearch.comMeyers Research Center1440 Broadway, 23rd FloorNew York, NY