Buying Behaviour Data
Several different data collection methods provide information on the shopper’s buying behavior of a given brand: observations, intercepts, focus groups, diaries, point-of-sale and other data.
Observations made before entering a store, in the store, and after exiting a store clarify when, what, where, why, who and how shopper behavior occurs.
Issues to be noted consist of, for example: the length of the buying process, the items the shopper noticed, touched, studied, the items the shopper bought, as well as the purchase methods influencing the process. Interviews help uncover motives guiding the buying behaviors. The matters commonly clarified are: the likelihood of product substitution and the identification of substitutes; values and attitudes; desires and motivational factors; as well as lifestyle and life situation. Point-of-sale data provide information on which products were bought, when and for how much (and sometimes by whom when a frequent shopper card can be used).
How other shoppers in a store can influence the shoppers in a target market are also of interest. For example, research by Martin (2012) in a retailing context found that male and female shoppers who were accidentally touched from behind by other shoppers left a store earlier than people who had not been touched and evaluated brands more negatively, resulting in the Accidental Interpersonal Touch effect
Read more about this topic: Shopper Marketing
Famous quotes containing the words buying, behaviour and/or data:
“Were buying this, but why do you sing the same sad songs all women sing?”
—Katharine S. White (18921977)
“I look on it as no trifling effort of female strength to withstand the artful and ardent solicitations of a man that is thoroughly master of our hearts. Should we in the conflict come off victorious, it hardly pays us for the pain we suffer from the experiment ... and I still persist in it that such a behaviour in any man I love would rob me of that most pleasing thought, namely, the obligation I have to him for not making such a trial.”
—Sarah Fielding (17101768)
“Mental health data from the 1950s on middle-aged women showed them to be a particularly distressed group, vulnerable to depression and feelings of uselessness. This isnt surprising. If society tells you that your main role is to be attractive to men and you are getting crows feet, and to be a mother to children and yours are leaving home, no wonder you are distressed.”
—Grace Baruch (20th century)