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01.06.2005

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5 Myths In Consumer Shopping Behavior

The Hartman Group is pleased to present our framework of understanding underlying our insights developed in our pioneering effort in Shopper Insights. Our holist approach settles on the unique perspective that Shopper Insights has as much to do with things that happen outside the store as they do with things that happen inside the store.

We are extremely excited by the rich texture of our findings and how, in the upcoming report, we connect actionable tactics - both in-store and at-home - to effect consumer shopping behavior. We have approached "shopping" from a truly consumer perspective and because of it, we have uncovered the consumer view of the "world" - not what we, as researchers, think they are experiencing.

Our integrated approach to Shopper Insights has allowed us to identify 5 commonly held beliefs of shopping behavior that fail to materialize beyond mere assumptions.

Here are The Hartman Group's perspective on these 5 myths of shopping behavior:

Myth 1: BRAND LOYALTY DRIVES SHOPPING BEHAVIOR
Myth: Consumer interest in specific brands or products drives shopping behavior in consistently meaningful ways in grocery, drug and mass retailing.

Reality: Brand loyalty falls to the wayside for the sake of getting things done: "What can I get at this store to accomplish x, y and z tasks?"

Myth 2: RETAIL ENVIRONMENTS BUILD BRAND LOYALTY
Myth: Retail is an important site of brand-building efforts for traditional CPG brands.

Reality: Retail is not the site for brand building for traditional CPG brands. For these established brands, loyalty is formed mainly in the household.

Myth 3: BEHAVIORAL SCRIPTS DRIVE SHOPPING BEHAVIOR
Myth: Consumers shop based on innate "ways of doing" that are learned from parents or peers.

Reality: Because most FDM retail shopping is less about identity cues, behavioral scripts take a backseat to "cultural occasions."

Myth 4: SHOPPING BEHAVIOR IS ABOUT FULFILLING FIXED NEEDS
Myth: Consumers have innate, predictable needs that drive behavior.

Reality: "Cultural occasions" drive shopping behavior, not basic need states. Products and brands are tools to complete occasion-specific tasks, not drivers of shopping experience.

Myth 5: SHOPPING BEHAVIOR VARIES BY CATEGORY
Myth: Consumers shop differently depending upon the retail category, such as "frozen," "snacks," "canned goods," "dairy," "OTC," etc.

Reality: Consumers shop differently depending upon distinctions of "packaged" vs. "fresh," rather than the structure of common grocery and drug categories.

It is within this framework, then, that our Shopper Insights should be viewed. Here, The Hartman Group has developed an innovative and productive vantage point in uncovering, understanding and developing "the rules of the road" with regard to Shopper Insights.

To download our white paper introducing The Hartman Group's pioneering efforts in Shopper Insights, "Defining Shopper Insights" click here

To download our white paper introducing The Hartman Group's pioneering efforts in Shopper Insights, "Extending Shopper Insights" click here

For more information about the Shoppers Insight report, click here.

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