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Research papers

Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina
Companies: Unilever, GfK
April 19, 2005

Research papers

Kids, parents and the retail shopping dynamic

This paper highlights kids' influence on retail selection and then compares and contrasts their motivations behind these selections with those of parents. The in-store shopping experience (including family dynamics, the impact of signage and special...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Andrea Strauss, Maria Caraballo, Keisha Wright, Marsha E. Williams
Company: Viacom International Media Networks
April 19, 2005

Research papers

Retailer brands

This study investigates from four angles why retail brands are growing. Employing panel and adhoc information collected on some 2,000 categories in 33 countries, the authors uncover reasons for different private label success rates between countries,...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Richard Herbert, Oliver Koll
April 19, 2005

Research papers

Rousing recklessness

This paper is essential for marketers wanting clear guidance on how to induce impulse purchasing in traditional Indian outlets. Interesting profiles of the Indian shops , shopkeepers and shoppers, and the dynamics between them resulting in five types...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Sangeeta Gupta, Anjali Puri, Ashok Nair, Sucheta Govil
Company: Nielsen
April 19, 2005

Research papers

What do you plan to buy in the store today?

The paper presents results from a dual study based on pre- and post interviews with 600 grocery shoppers who shopped both virtually and in real life in 'the same store'.The shoppers were asked to identify products that they had just purchased on...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Bjørn Haugland, Ingvar Tjostheim
April 19, 2005

Research papers

Cherry-pickers and store switchers

This paper studies the effects that consumers' adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e. coffee). Two dimensions of shopping behaviour inclination to switch stores, and...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Bernhard Treiber
April 19, 2005

Research papers

Foreseeing growth

In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who 'look like' their current customer base.Insight Research Group conducted this type of analysis for a Midwestern U.S. retailer...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Boaz Mourad, Stacey Matthias, Danielle Sarver
April 19, 2005

Research papers

Private labels

Modern trade retail chains and their private labels are some of the most visible elements of the transformation in Central and Eastern European countries in the last 15 years.This paper describes the situation and the potential of private labels in...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Roman Baszun
Company: Kinoulty & Partners Sp zoo SpK
April 19, 2005

Research papers

Spot on

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers.These learnings were...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Susanne Schlichting
Company: Procter & Gamble
April 19, 2005