acnielsen_shopper-trends

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Copyright 2005 ACNielsen

Shopper Trends1

March 2005

SHOPPER TRENDS 2004


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Research Objectives

To provide retailers and manufacturers with a comprehensiveoverview of the Romanian/Bucharest retail environment

Understand the local consumer: what they buy, when they shop,

where they shop and why

Identify the key factors driving shopper satisfaction and loyalty

What differentiates one retailer from another?

Store Equity: how strong is it, and what factors are driving it?

How do shoppers rate retailers on key drivers of satisfaction andloyalty?


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Research Methodology

Target Respondent

Sampling

Interview Methodology

Sample Size

Sample segments

Fieldwork Period

Primary Grocery Shopper for household, 15-65 years

Randomly selected respondents that meet the screening

criteria and live in Bucharest

Face-to-face home interviews

500, with the following split:

338 Main Shoppers* 162 Key Influencers**

gender: 70% of female / 30% of male age:15 - 24 yrs 15% 35 - 49 yrs 33%

25 - 34 yrs 25 % 50 - 65 yrs 27%

November, 2004

*Main Shopper:The person in the household who is mostly responsible for most of the food, grocery, and personal care shopping.

**Key Influencer:The person in the household who is not most often doing the household shopping, but who frequently buy food, grocery and personal

care items for the household or actively participate in the decision-making.


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Shopper Trends Executive Summary - Retail Environment

The purchasing power is low compared to the CEE-countries, nevertheless thesituation should improve due to a lowering inflation (however still very high compared

to CEE) and a GDP which is on the increase the past 3 years.

Modern trade is evolving also in Romania compared to other CEE countries, but thissector is still in its infancy (only 7 hypermarkets, mainly Bucharest based)

Overall store numbers are decreasing significantly, while modern trade outlets areon a slight increase due to the consolidation process happening.

Value shares of modern trade in Romania has jumped to the level of neighbouringcountries within the last year. Traditional trade still represents over of total

trade in this country.

There is currently 129 modern trade stores spread over Romania, with 48 of themlocated in Bucharest.


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Shopper Trends Executive Summary - Shopper Profile

Women are still dominating the main shopping, however men have considerableinfluence on purchasing decisions and engage extensively in partial shopping.

Main shoppers and key influencers have household income in line with the generalpopulation, claiming low to medium incomes.

Only 1/3 of the Romanians visit modern shops only, which is a sign of the weak gripmodern trade formats have on Romanians as the majority are still frequently visitingtraditional stores as well.

The average frequency of visit in modern trade stores fluctuates between once every

two weeks for hypermarkets and cash & carries to up to 2 visits a week forsupermarkets.


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STORE EQUITY DRIVERS

In general, store equity is driven by two broad factors:

Familiarity with the stores, in terms of awareness and consideration

Store associations, in terms of image and positioning

Among the retail stores in Romania, familiarity (i.e. awareness and consideration) ismuch more important than associations in driving store equity (72% vs. 28%).

Brand associations have a very low weight in driving equity, which is an indicator that

the brands in the market are yet not strongly differentiated in the consumers mind and

shoppers are still unable to strongly perceive rational or/and emotional distinctions

between them.

Shopper Trends Executive Summary - Key Drivers of Store Equity (1)


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The main image drivers relate to:

Pricing and Value for Money Large Store Format and Wide Selection

Quality products

The key attributes that truly drive store equity relate to the differentiation points of a

modern trade type compared to other trade types such as convenience stores or

traditional groceries. These also differentiate a retailer from another and should becapitalised on. Shoppers say that these benefits are important and mean it;

Assortment, in terms of;

Good range of fresh products

Everything in one shop

Wide product range & variety Promotions

Spaciousness

Good value for money

Shopper Trends Executive Summary - Key Drivers of Store Equity (2)


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For further information, please contact our

Senior Research Executive - Customized Research:

Bogdana Baltasiu

[email protected]

Telephone: +40 21 323 4008

Fax: +40 21 323 3959137, Theodor Sperantia Street, Bl. 84, First Floor, Sector 3, Bucharest

Contact information
mailto:[email protected]:[email protected]


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