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Presentation ECR Hellas. Shopper Research. May 2002. CONTENTS. Introduction – The objectives of the Research. Methodology. Planning – Fieldwork – Data processing. Demographics. Results. Introduction.

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Presentation

ECR Hellas

Shopper Research

May 2002

1


CONTENTS

  • Introduction – The objectives of the Research

  • Methodology

  • Planning – Fieldwork – Data processing

  • Demographics

  • Results

2


Introduction

The concept of the Shopper Research is a research that would validate consumers’ buying habits in relation with the different types of stores.

The results of this research are a useful tool for all the members companies of ECR Hellas

3


Objectives of the research

The objective of this research is to further investigate and record the buying habits of the customers that visit the different distribution channels in Greece. Specifically:

  • Which of the different distribution channels do buyers visit for their main and complementary purchases.

  • How often do they actualize their main and complementary purchases.

  • Which factors do they take under consideration when visiting a retail stores (channel).

  • Which factors do they take under consideration when visiting a retail stores (channel).

  • Which retail stores do buyers/customers prefer for purchasing each product category, and what amounts do they spend for each category.

4


Methodology

Research’s Sample:743 women of age 18-64, Having the responsibility of the household’s purchases.

  • Geographic coverage: Attika, Thessaloniki, Patra, Ioannina, Helaklio, Chania, Larisa, Kavala.

  • Method of Interview: Personal interview using structured questionnaire, at the interviewee's resident.

  • Method of Sampling: Random sampling. (Statistical method Neyman allocation).

The total sample has been weighted according to the actual population of the regions covered by the research.

  • Dates that the interviews took place: 19/11/2001-20/12/2001.

5


Planning - Collecting Data - Processing

  • The organization and the planning of the research took place on an ECR Hellas’s initiative with the collaboration of IRI Hellas and the participation of representatives of industries and retailers.

  • The collection of data was done by students of the 4th year of the Business Administration department of the Athens University of Economics, under the supervision of Professor Iordanis Ladopoulos.

  • IRI Hellas did all the processing of data, analyzing, and presenting the results.

6


Research’s Identity

Demographics

7




Employment of the interviewees

10


Area

11


Store s types product categories
STORE’S TYPES & PRODUCT CATEGORIES

  • MILK, YOGURT

  • CHEESE, DELICATESSEN

  • BREAD

  • COFFEE, TEAS ETC

  • FRUITS, VEGETABLES

  • PASTA, RICE, LEGUMES

  • MEAT, FISH

  • CLOTH DETERGENTS

  • HOUSE DETERGENTS

  • HAIR CARE PRODUCTS

  • BODY CARE PRODUCTS

  • REFRESHMENTS, JUICES, WATER

  • WINE, BEER

  • SNACKS

  • OTHER ALCOHOLIC DRINKS

  • HYPER MARKETS

  • SUPER MARKETS

  • MINI MARKETS

  • DISCOUNTS

  • (LIDL, DIA, BAZAAR)

  • HABERDASHERIES, DAIRIES

  • KIOSK

  • BAKERY

  • LIQUER STORES

  • BUTCHER SHOP/FISH MARKET

  • GREENGROCERY

  • WAREHOUSES OF PAPERS & DETERGENTS

  • BEAUTY SHOPS

12


Chapter 1

Retail Channels / store types which are visited by Shoppers

13



CHAPTER II

SHOPPER’S HABITS

15


TYPES OF PURCHASES - DEFINITION

  • MAIN Purchases, which means the programmed massive purchases that take place on regular time periods, in order to replenish the household’s supplies.

  • COMPLEMENTARY / AD HOC Purchases, which means the purchases made in order to replenish / compliment your supplies, or / and the purchases of fresh products, that will be consumed during the week, or / and the purchases that are decided suddenly and are executed immediately and without previously planned.

16


How often do you make your main purchases?

AVERAGE :

3.1 times/month

17





CHAPTER III

Important Needs

21





The 5 most important needs for main purchases PURCHASES:

-The store to have products of good quality

AGES

EMPLOYMENT

EDUCATION

Total

18-34

35-44

45-54

55-64

High

Employed

Non

Employed

Low-

Middle

25


The 5 most important needs depending on the type of purchase PURCHASES:

-To be able to shop easily and fast.

AGES

EMPLOYMENT

EDUCATION

Total

18-34

35-44

45-54

55-64

Low-

Middle

High

Employed

Non

Employed

26


The 5 most important need depending on the type of purchase PURCHASES:

-Very good value price / quality of products.

AGES

EMPLOYMENT

EDUCATION

Total

18-34

35-44

45-54

55-64

High

Employed

Non

Employed

Low-

Middle

27


The 5 most important needs depending on the type of purchases:

-To be near my house.

AGES

EMPLOYMENT

EDUCATION

Low-

Middle

Total

18-34

35-44

45-54

55-64

High

Employed

Non

Employed

28


The 5 most important needs depending on the type of purchase purchases:

-To have low prices.

AGES

EMPLOYMENT

EDUCATION

Total

18-34

35-44

45-54

55-64

High

Employed

Non

Employed

Low-

Middle

29






CHAPTER purchases ΙV

Basic Categories of Products.

Buying Habits

34


Store s types product categories1
STORE’S TYPES & PRODUCT CATEGORIES purchases

  • MILK, YOGURT

  • CHEESE, DELICATESSEN

  • BREAD

  • COFFEE, TEAS ETC

  • FRUITS, VEGETABLES

  • PASTA, RICE, LEGUMES

  • MEAT, FISH

  • CLOTH DETERGENTS

  • HOUSE DETERGENTS

  • HAIR CARE PRODUCTS

  • BODY CARE PRODUCTS

  • REFRESHMENTS, JUICES, WATER

  • WINE, BEER

  • SNACKS

  • OTHER ALCOHOLIC DRINKS

  • HYPER MARKETS

  • SUPER MARKETS

  • MINI MARKETS

  • DISCOUNTS

  • (LIDL, DIA, BAZAAR)

  • HABERDASHERIES, DAIRIES

  • KIOSK

  • BAKERY

  • LIQUER STORES

  • BUTCHER SHOP/FISH MARKET

  • GREENGROCERY

  • WAREHOUSES OF PAPERS & DETERGENTS

  • BEAUTY SHOPS

35










TOTAL AVERAGE MONTHLY SPENDING purchases

Food 65%

Beverages 16%

Other Categories 19%

44






IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (OTHER CATEGORIES).

49


IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)

50


IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)?

51


IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY(BEVERAGES)

52


IN WHICH TYPE OF STORES DO YOY SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)?

53


SUMMARIZING ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)? …

  • AMOUNT SPENT

  • On average 200.000 dr. (Euro 600) are spent per month.

    • 65% food & snacks

    • 19% body care products and house detergents

    • 16% beverages, drinks

FREQUENCY OF PURCHASES

  • Main purchases: 3.1 times/month

  • Complementary purchases: 9.6 times/month

  • HYPER MARKET – SYPER MARKET

  • Cover all of the family’s needs

  • Variety of brands / products

  • Easy to find on the shelves

  • The newest products are available

  • The products the buyer/customer wants are always available

  • MOST IMPORTANT NEEDS

  • Quality

  • Easy & fast purchases

  • Price – quality value

  • Convenient distance

  • Low prices

54


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