Interview at the Point of Sales

Description

Interview at the Point of Sales consists in interviewing random consumers inside the point of sales or at its exit, aiming to understand the reasons for specific choices, the criteria used and shopping and consumption habits. 

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
• Extend understanding of shopping behavior with interviews, exploring 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
• Effectiveness of the purchase, relationship between the number of customers who look at the shelves and those who effectively buy the product, understanding the reasons for buying/not buying
• Effectiveness of promotions, demonstrations and technical consultants in the store
• Critical factors in the purchase decision: pack, brand, price, promotion and position

Data Cullection Technique

• Random interviews with consumers at the point of sales or at its exit

Stimuli

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

Minimum Recommended Sample

200 Personal Interviews

Duration

6 to 8 weeks