Accompanied Shopping

Description

Accompanied Shopping consists in recruiting shoppers of a specific category to go shopping with a researcher. The accompaniment could be done only during the shop or since consumer’s house. During the whule process, the researcher fullows a guide with particular questions to understand the shopping processes and choices of brand for the considered category.

Research Objective

• To investigate their reasons for choosing products and brands and using this to draw up the shopper profile
• To understand what influence the store layout (planogram) and the point of sale materials exercise on the purchase decision, with the objective of attracting the shoppers’ attention and making the shopping process more agreeable
• To explore the reasons behind determined behaviors, factors that help or hinder the process at the moment; what attracts or distances the shopper from a determined product or brand and what could be modified to increase shopper satisfaction with the purchase

Measures Tested

• Influence of the Point of Sale material at the moment of purchase
• Facilities or difficulties in store layout and organization of the products
• Shopping route, the consumer’s steps from entering to leaving the store
• Critical factors in the purchase decision: pack, brand, price, promotion and position

Data Cullection Technique

• Accompanied shopping at malls, stores, supermarkets and other point of sales, fullowed by interviews

Stimuli

There is no need of a specific stimulus, since the shopping will be conducted at its "real environment"

Minimum Recommended Sample

20 Observations of Behavior

Duration

6 to 8 weeks