A brands aim at the heart

392 views

Published on

Analyse inédite explicitant comment la préférence à la marque influence majoritairement le comportement d'achat quelle que soit l'impact du point de vente dans la décision.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
392
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A brands aim at the heart

  1. 1. Ready<br /> to go shopping ?<br />
  2. 2. A-brands : <br />aim at <br />the heart !<br />
  3. 3. I keepmychoice in mind ! <br />Average of <br />planned<br />purchases<br />73%<br />80%<br />65%<br />45%<br />NET ISDR<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  4. 4. A-brand or not, I decide once and for all ! <br />77%<br />29%<br />Preference<br />for A-brands<br />61%<br />55%<br />NET ISDR<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  5. 5. How do the FMCG sectors behave? <br /> PRE-SHOPPING STIMULI<br />Average NET ISDR<br />1st quintile<br />2.1%<br />2nd quintile<br />5.9%<br />3rd quintile<br />8.2%<br />4th quintile<br />11.9%<br />5th quintile<br />15.8%<br />Vitamins & mineralsaltproducts<br />Pilsbeer<br />Probiotic drinks<br />Cola drinks<br />Chocolate<br />Breakfast cereals<br />Milk<br />Coffee<br />Hairstylingproducts<br />Body care products<br />Face care products<br />Stainremover<br />Chips<br />Cheese<br />Yoghourt<br />Cannedfood<br />Deep-frozenfood & readymeals<br />Fruit juice<br />Specialbeers<br />Soda<br />Stillmineral water<br />Washing up products<br />Deodorant<br />Biscuits<br />Sugarcandy<br />Householdproducts<br />WC products<br />Soap & shower gel<br />Shampoo & conditioner<br />Jam<br />Candy bars<br />Ice-cream<br />Ready desserts<br />Dressings<br />Oil & butter<br />Energy drinks<br />Toothpaste & buccal hygiene<br />Tissues<br />Washingproducts<br />Toilet tissue & kitchen roll<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  6. 6. I’veboughtthingsthatwerenotplanned !<br />Total<br />72%<br />Price / benefit<br />Veryregularly<br />Regularly<br />42%<br />36%<br />Factorsexternal<br />to the store<br />34%<br />29%<br />20%<br />Factorsrelated to the point of sale<br />15%<br />National universe ; PRP 18-54 years<br />

×