The document discusses in-store decision-making research (ISDR) and how it relates to brand choice. It provides data from a national survey of people ages 18-54 on their last shopping trip across 40 fast-moving consumer goods categories. The data shows that on average, 73% of purchases were planned before entering the store, while 27% were not planned. Of the unplanned purchases, 44% resulted from brands seen in the store, while 9% were from brands not previously considered.

1. Ready to go shopping ?

2. NET ISDR : a new concept !

3. Moment of brand choice ? 56% 73% 3% 9% 4% 27% 20% NET ISDR = 9% Brand « before » = 86% 2% National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip ; average 40 FMCG categories

4. ISDR & In-Store activation : do not confuse ! NET ISDR GROSS ISDR Purchases Planned Not planned Brand before Brand in store DRINKS 79% 21% 34% 89% 7% 79% 21% 89% 7% 33% Average 73% 27% 44% 86% 9% Average 40 FMCG 71% 29% 86% 9% 45% SNACKS 58% 42% 59% 80% 11% 58% 42% 80% 11% 59% National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip