Purpose
Intelligence studies that involve integrated consumer and shopper ethnography work which
measures and understands shopper behaviour as different from consumer behaviour.
Process
Consumer purchase hierarchy, attitudes and consumption of a product or category
. to understand the consideration set and how brand decisions are made
. to diagnose with the shopper component, if these consumer attitudes and disposition
are leading to purchases and identify triggers for purchase/non purchase
. Store layouts need to reflect
whether customers shop by
brand, size, color, price
point.Customer willingness to
substitute one brand for another,
for example, is valuable
information for assortment
planning
. People will bend to pick up
regular purchases but may not
make the effort for new/unknown
products
. People find it easier to
read/notice at eye level and
instinctively reach out to the right
side to pick up
. Placing newer products at end of
aisles may be better than the
middle as middle is a more
focused shopping area
. Recent work in India shows that
there is on an average a 50%
propensity to switch brands
inside a store
