The World According To Shoppers Study.
July 16, 2004
Shopper lifestyles and needs have changed a great deal over the last 10 to 20 years, and the supermarket’s declining share of business suggests that it hasn’t kept pace with the new needs and choices, according to a study by The Retailing Research Council of North America.
The Council saw a need to broaden and update our understanding of the consumer,s agenda for grocery shopping. Doing so provoked a shift in perspective from the world according to supermarkets to the world according to shoppers. The resulting study focused on developing a deeper understanding of the needs experienced by contemporary consumers rather than competition among supermarket, because in the world according to shoppers, there are many places to shop for groceries.
Understanding the needs that drive shopper choices can enable supermarkets to identify new opportunities for growth and help them avoid spending time, money, and resources on efforts that have little meaning for consumers.
The study explores the following questions:
How are lifestyles and other pressure affecting store selection and shopping behavior?
How do today’s consumers describe their needs and how do these needs influence decisions about where to shop?
How does supermarket performance map against the world according to shoppers?
How can understanding need states translate to competitive advantage?
To view complete Study CLKICK below (Adobe Acrobat Reader required):
https://coke.net/CCRRC/north_america/studies/NA%20Private/KO_CCRRC_2004.pdf
