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Presentation ECR Hellas

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

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  1. Presentation ECR Hellas Shopper Research May 2002 1

  2. CONTENTS • Introduction – The objectives of the Research • Methodology • Planning – Fieldwork – Data processing • Demographics • Results 2

  3. 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

  4. 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

  5. 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

  6. 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

  7. Research’s Identity Demographics 7

  8. Age of interviewees 8

  9. Number of Family Members 9

  10. Employment of the interviewees 10

  11. Area 11

  12. 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

  13. Chapter 1 Retail Channels / store types which are visited by Shoppers 13

  14. Store types which have been visited 14

  15. CHAPTER II SHOPPER’S HABITS 15

  16. 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

  17. How often do you make your main purchases? AVERAGE : 3.1 times/month 17

  18. How often do you make your complementary purchases? average: 9.6 times/month 18

  19. TYPES OF STORES THAT SHOPPERS VISIT 19

  20. MEANS OF TRANSPORTATION 20

  21. CHAPTER III Important Needs 21

  22. THE 5 MORE IMPORTANT NEEDS FOR THE MAIN PURCHASES 22

  23. THE 5 MORE IMPORTANT NEEDS FOR THE COMPLEMENTARY PURCHASES 23

  24. THE 5 MORE IMPORTANT NEEDS IN PROPORTION WITH THE KIND OF PURCHASES 24

  25. 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 25

  26. 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

  27. 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

  28. 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

  29. 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

  30. ATTRIBUTES OF THE DIFFERENT TYPES OF STORES 30

  31. ATTRIBUTES OF THE DIFFERENT TYPES OF STORES 31

  32. ATTRIBUTES OF THE DIFFERENT TYPES OF STORES 32

  33. ATTRIBUTES OF THE DIFFERENT TYPES OF STORES 33

  34. CHAPTER ΙV Basic Categories of Products. Buying Habits 34

  35. 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 35

  36. MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A) 36

  37. MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B) 37

  38. MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C) 38

  39. MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D) 39

  40. AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY 40

  41. AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY 41

  42. AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY 42

  43. AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY 43

  44. TOTAL AVERAGE MONTHLY SPENDING Food 65% Beverages 16% Other Categories 19% 44

  45. TOTAL AVERAGE MONTHLY SPENDING 45

  46. IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOODS). 46

  47. IN WHICH TYPE OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOOD). 47

  48. IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (BEVERAGES). 48

  49. IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (OTHER CATEGORIES). 49

  50. IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD) 50

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