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Product Price: $1,500
Release Date: 2005-01-01
Report Length: 115 pages
Market Coverage: US Market
Methodology: Over 300 hours of in-depth interviews with approximately 100 individuals in stores and in their homes in six major cities: Kansas City, Atlanta, Chicago, Denver, Seattle, and Boston. The qualitative and ethnographic methods used included a unique combination of practices that we have found to be especially powerful for analyzing shopping behavior. They included: In-Home Interviews, Social Network Parties, Shop-and-Talk Tours, Retail Anthropology, Online Focus Groups, Longitudinal Grocery Receipt Collection, and Language Analysis.
The quantitative research component was a nationwide online survey of shopping attitudes and behavior of over 2,600 respondents. The sample was drawn from Hartman Interactive, The Hartman Group's online consumer panel.
Category:
Shopper Insights: How Cultural Occasions Frame the Consumer Experience
This report, a culmination of a deep exploration into the complexities of shopping behavior, which deployed the widest variety of methodologies The Hartman Group has ever utilized, is an examination of cultural and social influences within store and home experiences. This approach explains why and how in-store behaviors happen and whether or not they connect to larger cultural or social forces beyond the store.
What You Can Expect
The report begins by setting the context and examining the significance of culture on shopping behavior. The research identifies 11 dominant cultural occasions for shopping that have distinct meaning to consumers,identify ing the drivers behind each type of shopping trip.
Our research uncovered that neither "trip types" nor "need states" fully capture what we were hearing and seeing while living with shoppers on a day-to-day basis, because they were overly simplistic and often taken out of context. By examining cultural occasions, we explicitly bring the social and cultural context of shopping into the analysis to take advantage of the additional information it provides.
The Building Blocks of the Shopping Experience
Next, the report examines the building blocks of the shopping experience with analyses of:
- Why the shopping trip happens?
- Who is doing the shopping?
- Who is with the shopper?
- Who are they thinking about as they shop?
- Where is the shopping happening?
- What shopping tactics are they using to get their shopping done?
The Most Recent Trip
A complete chapter is dedicated to understanding the various goals, needs, and strategies that consumers may adopt all on the same trip. Included in this analysis is a quantitative prevalence of each cultural occasion along with:
- The factors that affect shopping trip planning
- Retailers visited on the most recent shopping trip
- Shopper profiles reflecting the attitudes and preferences of shoppers at each retailer,
- Effects of marketing on the most recent shopping trip
- Purchases made on the most recent shopping trip
Category Specific Behavior
The research delved deeper into four different product categories: cereal, salty snacks, frozen foods and OTC. For each category, this section looks at shopping frequency, influence of marketing tactics, and planned and unplanned purchases.
