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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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slide1
Presentation

ECR Hellas

Shopper Research

May 2002

1

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CONTENTS
  • Introduction – The objectives of the Research
  • Methodology
  • Planning – Fieldwork – Data processing
  • Demographics
  • Results

2

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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

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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.

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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.

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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.

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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

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Chapter 1

Retail Channels / store types which are visited by Shoppers

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CHAPTER II

SHOPPER’S HABITS

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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.

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CHAPTER III

Important Needs

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The 5 most important needs for main 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

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

-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

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

-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

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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

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

-To have low prices.

AGES

EMPLOYMENT

EDUCATION

Total

18-34

35-44

45-54

55-64

High

Employed

Non

Employed

Low-

Middle

29

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CHAPTER ΙV

Basic Categories of Products.

Buying Habits

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store s types product categories1
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

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TOTAL AVERAGE MONTHLY SPENDING

Food 65%

Beverages 16%

Other Categories 19%

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

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

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

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

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

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SUMMARIZING …
  • 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

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