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CTP Study September 2011

CTP Study September 2011. Objectives : To compare customer intentions to actual purchases in order to identify Sheetz consumers’ buying habits. To determine what, if any, factors cause a Sheetz customer to buy an item on impulse. Methodology:

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CTP Study September 2011

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  1. CTP Study September 2011

  2. Objectives: • To compare customer intentions to actual purchases in order to identify Sheetz consumers’ buying habits. • To determine what, if any, factors cause a Sheetz customer to buy an item on impulse • Methodology: • Surveys were conducted from July 2011 through August 2011 • 294 customer intercepts were performed as the customers entered the store and also as they were leaving the store. These intercepts were performed at twelve different Sheetz stores in PA, OH, MD, VA, WV, and NC. • *All customers interviewed were given a 5 dollar “Z” card in consideration for their time and feedback

  3. Respondent Profile N=292

  4. Respondent Profile (continued) n=292

  5. Respondent Profile (continued) N=292

  6. Respondent Profile (continued) N=292

  7. 2010 & 2011 Demographics

  8. Respondent Profile N=292

  9. Respondent Profile N=292

  10. Respondent Profile (continued) n=411

  11. Respondent Profile (continued) n=411

  12. Totals

  13. Percentage of Customers Intending to Buy Products/Use Services Customers were asked if they intended to buy anything from the store. N=292 • Only customers making purchases inside the store or using services inside were asked to participate

  14. Type of Shopping Trip The occasion that Sheetz customers visit the store were categorized in 6 categories: to buy a snack, to buy a drink, to buy a meal, to buy something urgently, to buy what I need for the next few days, and to use the store services. n=292 • The largest amount of customers (37%) chose Sheetz to buy a drink. • Almost an equal number came to Sheetz for just a snack or for a meal • Sheetz customers are overwhelmingly immediate consumption consumers

  15. Type of Shopping Trip The occasion that Sheetz customers visit the store were categorized in 6 categories: to buy a snack, to buy a drink, to buy a meal, to buy something urgently, to buy what I need for the next few days, and to use the store services. n=292 & 411

  16. Customer Reasons For Choosing Sheetz Customers were asked why they chose to shop at Sheetz for THAT specific visit (NOT given list of choices). n=292 • Customers overwhelmingly gave “convenience” as top reason • The next highest response was “always shop here” • Almost identical answers in 2010 CTP

  17. Are you stopping: Customers were asked… (NOT given list of choices). n=292

  18. Visit Frequency of Customers Customers were asked how often they visited THIS Sheetz store, Other C-Stores (other than Sheetz), and Fast Food Restaurants. n=292

  19. Percentage of Customers That Indicated They Knew the Brand/Type/Variety of Products They Intended on Purchasing n=292 • A majority of customers (84%) indicated they knew exactly the brand/type/variety of product they would purchase • Last year only 62% knew exactly the brand/type/variety of product they would purchase

  20. Top 5 Intended Main and Secondary Items (2011 CTP) The following charts display the items that Sheetz customers intended on buying when entering the store. n=292

  21. Top 5 Intended Main and Secondary Items (2010 CTP) The following charts display the items that Sheetz customers intended on buying when entering the store. n=411

  22. Top 5 ACTUALLY Purchased Main and Secondary Items (2011 CTP) The following charts display the items that Sheetz customers ACTUALLY bought before they exited the store. n=292

  23. Top 5 ACTUALLY Purchased Main and Secondary Items (2010 CTP) The following charts display the items that Sheetz customers ACTUALLY bought before they exited the store. n=411

  24. Number of Items Bought (2011 CTP) The number of items bought was recorded as the customer left the store. n=411

  25. Action of Customers If MAIN Item Was Hypothetically Unavailable Customers were asked what they would do if they main item that they were visiting Sheetz for was unavailable. n=292 • A combined total of 73% of customers indicated they would still make a purchase at Sheetz

  26. Top 3 Items Sheetz Must Deliver for Customer Satisfaction Customers were asked to choose their top 3 most important deliverables from a given list (were not asked to rank).

  27. Advertising Recognition and Intentions to Buy Items on Promotion Customers were asked if they noticed any advertising and if so, did they plan on buying something on promotion. n=292

  28. Time Spent In The Store? n=292

  29. Percentage of Customers Who DID NOT Buy a Product/Use a Service Initially Indicated n=286

  30. Factors That Prevented Purchases (if a Customer Was UNABLE to Buy an Item) If a customer did not purchase and item that they originally intended to buy, they were asked why. n=20 • Overwhelming reason for not buying an item was “changed mind in store”

  31. Action of Customers if They Were UNABLE to Buy an Item If a customer was UNABLE to purchase an item, they were asked what they will do now that they are unable to purchase that item. n=20 • The most common response (45%) given was “Go Without” • A combined total of 40% still made a purchase at Sheetz (same/different brand)

  32. Top 5 “DID NOT actually BUY” Items The following chart displays the items that possessed the highest percentage for items that were not bought but originally intended to be. n=20

  33. Percentage of Customers who Made Unintended Purchases (Impulse Customers) n=292 • Of the total sample of 292, 76 customers made an impulse purchase (26%) • ‘10 Sheetz CTP – 22% of customers made an impulse purchase

  34. Reasons Why Impulse Customers Made Unintended Purchases If the Sheetz customer bought an unintended item on impulse, they were asked why they bought that item. n=76 • 57% indicated true impulse purchases with their reasoning of “Spur of the Moment” decision • 15% “Realized I Needed Them”

  35. Reasons Impulse Customers Chose Particular Item Brand/Variety n=76

  36. Customers Who Noticed Items on Promotion and Customers Who ACTUALLY Bought Items on Promotion Customers were asked after purchasing their products if they noticed any promotions while they were shopping. They were then asked if they bought something on promotion. n=292

  37. Promotions That Influenced Customers If the Sheetz customer bought an item on promotion, they were asked what promotion influenced their decision. n=35

  38. How Customers Found Out About Promotions If the Sheetz customer bought an item on promotion, they were asked how they found about the promotion. n=35 • 38% saw promotions on Shelf/Cooler Door

  39. Top 5 Items Bought on Promotion The following chart displays the items that possessed the highest percentage for being bought on promotion. n=35 *Soft drinks were purchased the most on promotion, contributing to “Extra Quantity Price Reduction” leading the type of promotion (with 28.6%)

  40. Do You Have A Cell Phone With Texting Capabilities? If So, How Often Do You Text? n=292

  41. MySheetzCard Questions… n=292

  42. MySheetzCard Questions… n=292

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