ECR Ireland Holistic Shopper Research 2009
Table of Contents
Background
Objectives
Plan of Report
Some opening thoughts
Outlet type
Outlet type composition
Outlet type socio demographics
Number of different retailers used per week
Average time spent in store
Avg spend / trip x outlet type x no. of retailers used
So how are these shoping trips spread across the week?
Day of shopping trip x no. of retailers used
Is the total value od grocery sales evenly spread across the week?
Time of day x shopping party
Time of trip x socio demographics
Time of trip x outlet type x no. of retailers used
Shopping party socio demographics
Shopping party x outlet type x no. of retailers used
Day of week x shopping party
Main weekly trips
Time spent in-store x reason for shopping trip
Reason for trip x outlet x no. of retailers used
Day of shopping trip x type
Shopping mission x socio demographics
Everyday indulgence/treats take hold as the big occasion indulgences become less affordable
Reason for trip x outlet type x no. of retailers used
Using the same outlets twice or more
Does the kind of shopping party really make any difference?
Shopping party x outlet type & no. of retailers used
And how about other factors like how people typically get there
Method of travel x outlet type x no. of retailers used
Time of day x method of travel
Grocery products purchased
WHAT ARE THE KEY FACTORS DRIVING THE CONSUMER TOWARDS/AWAY FROM MY OUTLET?
Importance factors: Range & variety of items available
Importance factors: value for money
Importance factors: Availability of car parking
Importance factors: Product availability
Importance factors: Ease of travel
Importance factors: Proximity of outlet to home
Importance factors: Reputation of the retailer
Importance factors: Availability of product & goods I cannot find anywhere else
Importance factors: Proximity of outlet to other shops
Importance factors: Quality of ots fresh food
Importance factors: Special offers & promotions
Most important factor in choice of retailer socio demographic
When the chips are down, which factors really count in choice of outlet?
And are there any other factors triggering the outlet choice decision
Importance factors: Cleanliness & hygiene
Importance factors: Courtesy & friendliness
Importance factors:Speed & efficiency at checkouts
Importance factors: Ease of finding products on shelf
Importance factors: Ease of finding my wat around the store
Do these factors vary at all by type of shopper?
And now the shopper is in-store, what thought processes come into play?
Purchasing triggers x socio demo
In-store: Purchase trigger x outlet type x no. of retailers used
Motive for trip x shopper trigger
What are the most deeply held motivators guiding the shopper to specific brands in-store?
Shopper segment definitions
Shopper lifestage segments respond to differing shopper triggers & motivations
And shopper triggers & motivations
No. of trips / wk x shopper segment
Time of trip x shopper segment
Time spent in-store x shopper segment
Avg spend / trip x shopper segment
Type of grocery products purchased x shopper segment
Method of travel x shopper segment
Perceived value for money Vs last year
Factors which have the greatest influence on peoples view of the overall value for money provided by retailers
Offers considered to be best value
Difference in grocery related behaviour in the last 12 months
Likely differences in behaviour in the next 12 months
Shopped in Northern Ireland over the last 12 months
Frequency of conducting any grocery shopping in Northern Ireland
Types of grocery products most likely to buy in Northern Ireland
Main reason for shopping for grocery products in Northern Ireland
% household income has increased or decreased by compared to 12 months ago
Summary & Conclusions
o General shopping behaviours
o Timing of shopping trips
o Sopping party
o Type of shopping trip
o Store choice drivers
o In-store motivational drivers
o Shopper lifestage segmentation
o Value for money
o Shopping in Northern Ireland
Table of Contents
Background
Objectives
Plan of Report
Some opening thoughts
Outlet type
Outlet type composition
Outlet type socio demographics
Number of different retailers used per week
Average time spent in store
Avg spend / trip x outlet type x no. of retailers used
So how are these shoping trips spread across the week?
Day of shopping trip x no. of retailers used
Is the total value od grocery sales evenly spread across the week?
Time of day x shopping party
Time of trip x socio demographics
Time of trip x outlet type x no. of retailers used
Shopping party socio demographics
Shopping party x outlet type x no. of retailers used
Day of week x shopping party
Main weekly trips
Time spent in-store x reason for shopping trip
Reason for trip x outlet x no. of retailers used
Day of shopping trip x type
Shopping mission x socio demographics
Everyday indulgence/treats take hold as the big occasion indulgences become less affordable
Reason for trip x outlet type x no. of retailers used
Using the same outlets twice or more
Does the kind of shopping party really make any difference?
Shopping party x outlet type & no. of retailers used
And how about other factors like how people typically get there
Method of travel x outlet type x no. of retailers used
Time of day x method of travel
Grocery products purchased
WHAT ARE THE KEY FACTORS DRIVING THE CONSUMER TOWARDS/AWAY FROM MY OUTLET?
Importance factors: Range & variety of items available
Importance factors: value for money
Importance factors: Availability of car parking
Importance factors: Product availability
Importance factors: Ease of travel
Importance factors: Proximity of outlet to home
Importance factors: Reputation of the retailer
Importance factors: Availability of product & goods I cannot find anywhere else
Importance factors: Proximity of outlet to other shops
Importance factors: Quality of ots fresh food
Importance factors: Special offers & promotions
Most important factor in choice of retailer socio demographic
When the chips are down, which factors really count in choice of outlet?
And are there any other factors triggering the outlet choice decision
Importance factors: Cleanliness & hygiene
Importance factors: Courtesy & friendliness
Importance factors:Speed & efficiency at checkouts
Importance factors: Ease of finding products on shelf
Importance factors: Ease of finding my wat around the store
Do these factors vary at all by type of shopper?
And now the shopper is in-store, what thought processes come into play?
Purchasing triggers x socio demo
In-store: Purchase trigger x outlet type x no. of retailers used
Motive for trip x shopper trigger
What are the most deeply held motivators guiding the shopper to specific brands in-store?
Shopper segment definitions
Shopper lifestage segments respond to differing shopper triggers & motivations
And shopper triggers & motivations
No. of trips / wk x shopper segment
Time of trip x shopper segment
Time spent in-store x shopper segment
Avg spend / trip x shopper segment
Type of grocery products purchased x shopper segment
Method of travel x shopper segment
Perceived value for money Vs last year
Factors which have the greatest influence on peoples view of the overall value for money provided by retailers
Offers considered to be best value
Difference in grocery related behaviour in the last 12 months
Likely differences in behaviour in the next 12 months
Shopped in Northern Ireland over the last 12 months
Frequency of conducting any grocery shopping in Northern Ireland
Types of grocery products most likely to buy in Northern Ireland
Main reason for shopping for grocery products in Northern Ireland
% household income has increased or decreased by compared to 12 months ago
Summary & Conclusions
o General shopping behaviours
o Timing of shopping trips
o Sopping party
o Type of shopping trip
o Store choice drivers
o In-store motivational drivers
o Shopper lifestage segmentation
o Value for money
o Shopping in Northern Ireland
