Information Search
Undaunted Strivers carry out a lot of online research, with online reviews weighted heavily.
Comparison sites are also used to check the best deals.
Pre-Purchase Evaluation
If in a houseshare consumers may consider what the brand of toilet roll says about them.
"Consumers often buy benefits not products".
Brand names such as Cushelle depict cushiony softness
Andrex
Television Commercial
Corporate Social Responsibility:
3 Trees planted Promise
Online Coupons
Television Commercial
Work with Guide dogs
Need Recognition
What prompted shopping for this product?
Purchase
- Necessity item
- Often pre-planned in weekly shop, but may be impulsive and pick up on way to and from work.
- Strong Brand Images, but growing number of private labels and store brands.
Layout:
Blocking of Brands
Similarity between Andrex & Tesco Luxury Soft
Category Range
Limited number of brands
but there is a choice or luxury and value.
Why this store?
Tesco has the second largest number of convenience and small store outlets. The location of Tesco Metros in particular promote opportune shopping experiences for necessity items
Factors influencing Decisions:
Promotions - 6 for the price of 4
Discounts
Nielsen. (2013). State of the Nation 2013; Impact of the Economy Climate on Grocery Shopping
Change of decision??
Growing number of consumers buying cheaper brands or store brands
Nielsen. (2013). State of the Nation 2013; Impact of the Economy Climate on Grocery Shopping
Consumer Profile
Young Professionals aged 20-25
Salary: £16,000 - £26,000
http://graduatefog.co.uk/2012/1871/average-graduate-salary-26000-earning/
Live in city center locations
Lifestyle
Types of Consumer Profiles
Undaunted Strivers
- Live on own or in House/Flat share
- Big grocery shop online, coupled with trips during the week to city center convenience stores.
- Image is IMPORTANT
Not a car owner
http://www.portal.euromonitor.com//medialibrary/PDF/ConsumerTypesWhitePaper.pdf
How Shoppers may Behave
Suggested Recommendations
56% Consumers looking to switch branded goods for cheaper or supermarket branded items.
50% consumers feel the need to cut down on amount spent on groceries
Iconic branding helps in making the decision.
This trend is predicted to continue past the economic climate with 31% of consumers in 2012 Q4 saying they would continue when conditions improve
Since 2008 customers more focused on promotions
- Social consumer generated campaigns; get creative with toilet rolls
- Quality is important, focus on how your product is better than the leading brand; point out better ply, more sheets etc
Nielsen. (2013). State of the Nation 2013; Impact of the Economy Climate on Grocery Shopping
Customers shopping with less disposable income
http://store.mintel.com/household-paper-products-uk-february-2011?cookie_test=true
45% try to buy more when items on promtions