a brands aim at the heart
DESCRIPTION
Analyse inédite explicitant comment la préférence à la marque influence majoritairement le comportement d'achat quelle que soit l'impact du point de vente dans la décision.TRANSCRIPT
Ready
to go
shopping ?
A-brands :
aim at
the heart !
I keep my choice in mind !
Average 40 FMCG
Low planned categories
Middle planned categories
High planned categories
9.0%
9.8%
8.5%9.6%
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Average of
planned
purchases
73% 80%65%45%
NET
ISDR
A-brand or not, I decide once and for all !
Average 40 FMCG
Low A-brands categories
Mid A-brands categories
High A-brands categories
9.0%
9.7% 10.2%
8.1%
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Preference
for A-brands61% 77%55%29%
NET
ISDR
How do the FMCG sectors behave ?
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Vitamins &
mineral salt
products
Pils beer
Probiotic drinks
Cola drinks
Chocolate
Breakfast
cereals
Milk
Coffee
Hair styling
products
Body care
products
Face care
products
Stain remover
Chips
Cheese
Yoghourt
Canned food
Deep-frozen
food & ready
meals
Fruit juice
Special beers
Soda
Still mineral
water
Washing up
products
Deodorant
Biscuits
Sugar candy
Household
products
WC products
Soap & shower
gel
Shampoo &
conditioner
1st quintile
2.1%2nd quintile
5.9%3rd quintile
8.2%4th quintile
11.9%5th quintile
15.8%
Jam
Candy bars
Ice-cream
Ready desserts
Dressings
Oil & butter
Energy drinks
Toothpaste &
buccal hygiene
Tissues
Washing
products
Toilet tissue &
kitchen roll
Average NET ISDR
I’ve bought things that were not planned !
National universe ; PRP 18-54 years
5%
5%
9%
29%
31%
33%
I try a product for which I saw or heard anadvertising
Attracted by a new variety, a new taste, …
The person accompanying me asks to buya product
42%
36%
34%
Factors external
to the store
2%
5%
7%
13%
15%
22%
Attracted by the way a product is showedup…
Guided by the senses through the shelves
Attracted by a special action in store… 29%
20%
15%
Factors related
to the point of sale
0%
0%
19%
0%
0%
53%Attracted by an in-store promotion
Total
72%
Price / benefitVery regularly
Regularly