1. Shopper Research 1 Presentation ECR Hellas May 2002 Shopper Research

2. 2 CONTENTS r Results rIntroduction – The objectives of the Research rMethodology rPlanning – Fieldwork – Data processing rDemographics

3. Shopper Research 3 Introduction The concept of the Shopper Research is a research that would validate consumers’ buying habits in relation with the different types of stores. The results of this research are a useful tool for all the members companies of ECR Hellas

4. Shopper Research 4 Objectives of the research rWhich retail stores do buyers/customers prefer for purchasing each product category, and what amounts do they spend for each category. The objective of this research is to further investigate and record the buying habits of the customers that visit the different distribution channels in Greece. Specifically: pWhich of the different distribution channels do buyers visit for their main and complementary purchases. rHow often do they actualize their main and complementary purchases. rWhich factors do they take under consideration when visiting a retail stores (channel).

5. Shopper Research 5 Methodology The total sample has been weighted according to the actual population of the regions covered by the research.  Dates that the interviews took place: 19/11/2001-20/12/2001. Research’s Sample:743 women of age 18-64, Having the responsibility of the household’s purchases. pGeographic coverage: Attika, Thessaloniki, Patra, Ioannina, Helaklio, Chania, Larisa, Kavala. rMethod of Interview: Personal interview using structured questionnaire, at the interviewee's resident. rMethod of Sampling: Random sampling. (Statistical method Neyman allocation).

6. Shopper Research 6 Planning - Collecting Data - Processing  IRI Hellas did all the processing of data, analyzing, and presenting the results. pThe organization and the planning of the research took place on an ECR Hellas’s initiative with the collaboration of IRI Hellas and the participation of representatives of industries and retailers. rThe collection of data was done by students of the 4th year of the Business Administration department of the Athens University of Economics, under the supervision of Professor Iordanis Ladopoulos.

7. Shopper Research 7 Research’s Identity Demographics

8. Shopper Research 8 Age of interviewees

9. Shopper Research 9 Number of Family Members

10. Shopper Research 10 Employment of the interviewees

11. Shopper Research 11 Area

12. Shopper Research 12 STORE’S TYPES & PRODUCT CATEGORIES HYPER MARKETS SUPER MARKETS MINI MARKETS DISCOUNTS (LIDL, DIA, BAZAAR) HABERDASHERIES, DAIRIES KIOSK BAKERY LIQUER STORES BUTCHER SHOP/FISH MARKET GREENGROCERY WAREHOUSES OF PAPERS & DETERGENTS BEAUTY SHOPS MILK, YOGURT CHEESE, DELICATESSEN BREAD COFFEE, TEAS ETC FRUITS, VEGETABLES PASTA, RICE, LEGUMES MEAT, FISH CLOTH DETERGENTS HOUSE DETERGENTS HAIR CARE PRODUCTS BODY CARE PRODUCTS REFRESHMENTS, JUICES, WATER WINE, BEER SNACKS OTHER ALCOHOLIC DRINKS

13. Shopper Research 13 Chapter 1 Retail Channels / store types which are visited by Shoppers

14. Shopper Research 14 Store types which have been visited

15. Shopper Research 15 CHAPTER II SHOPPER’S HABITS

16. Shopper Research 16 rCOMPLEMENTARY / AD HOC Purchases, which means the purchases made in order to replenish / compliment your supplies, or / and the purchases of fresh products, that will be consumed during the week, or / and the purchases that are decided suddenly and are executed immediately and without previously planned. rMAIN Purchases, which means the programmed massive purchases that take place on regular time periods, in order to replenish the household’s supplies. TYPES OF PURCHASES - DEFINITION

17. Shopper Research 17 How often do you make your main purchases How often do you make your main purchases ? AVERAGE : 3.1 times/month

18. Shopper Research 18 How often do you make your complementary purchases? average: 9.6 times/month

19. Shopper Research 19 TYPES OF STORES THAT SHOPPERS VISIT

20. Shopper Research 20 MEANS OF TRANSPORTATION

21. Shopper Research 21 CHAPTER III Important Needs

22. Shopper Research 22 THE 5 MORE IMPORTANT NEEDS FOR THE MAIN PURCHASES

23. Shopper Research 23 THE 5 MORE IMPORTANT NEEDS FOR THE COMPLEMENTARY PURCHASES

24. Shopper Research 24 THE 5 MORE IMPORTANT NEEDS IN PROPORTION WITH THE KIND OF PURCHASES

25. Shopper Research 25 The 5 most important needs for main purchases: -The store to have products of good quality AGES EMPLOYMENT EDUCATION Total18-3435-4445-5455-64 Employed Low- Middle High Non Employed

26. Shopper Research 26 The 5 most important needs depending on the type of purchase: -To be able to shop easily and fast. AGES EMPLOYMENT EDUCATION Total18-3435-4445-5455-64 Employed Low- Middle High Non Employed

27. Shopper Research 27 The 5 most important need depending on the type of purchase: -Very good value price / quality of products. AGES EMPLOYMENT EDUCATION Total18-3435-4445-5455-64 Employed Low- Middle High Non Employed

28. Shopper Research 28 The 5 most important needs depending on the type of purchases: -To be near my house. AGES EMPLOYMENT EDUCATION Total18-3435-4445-5455-64 Employed Low- Middle High Non Employed

29. Shopper Research 29 The 5 most important needs depending on the type of purchase: -To have low prices. AGES EMPLOYMENT EDUCATION Total18-3435-4445-5455-64 Employed Low- Middle High Non Employed

30. Shopper Research 30 ATTRIBUTES OF THE DIFFERENT TYPES OF STORES

31. Shopper Research 31 ATTRIBUTES OF THE DIFFERENT TYPES OF STORES

32. Shopper Research 32 ATTRIBUTES OF THE DIFFERENT TYPES OF STORES

33. Shopper Research 33 ATTRIBUTES OF THE DIFFERENT TYPES OF STORES

34. Shopper Research 34 CHAPTER ΙV Basic Categories of Products. Buying Habits

35. Shopper Research 35 STORE’S TYPES & PRODUCT CATEGORIES HYPER MARKETS SUPER MARKETS MINI MARKETS DISCOUNTS (LIDL, DIA, BAZAAR) HABERDASHERIES, DAIRIES KIOSK BAKERY LIQUER STORES BUTCHER SHOP/FISH MARKET GREENGROCERY WAREHOUSES OF PAPERS & DETERGENTS BEAUTY SHOPS MILK, YOGURT CHEESE, DELICATESSEN BREAD COFFEE, TEAS ETC FRUITS, VEGETABLES PASTA, RICE, LEGUMES MEAT, FISH CLOTH DETERGENTS HOUSE DETERGENTS HAIR CARE PRODUCTS BODY CARE PRODUCTS REFRESHMENTS, JUICES, WATER WINE, BEER SNACKS OTHER ALCOHOLIC DRINKS

36. Shopper Research 36 MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (A)

37. Shopper Research 37 MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (B)

38. Shopper Research 38 MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (C)

39. Shopper Research 39 MONTHLY FREQUENCY OF PURCHASES PER PRODUCT GROUP (D)

40. Shopper Research 40 AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY

41. Shopper Research 41 AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY

42. Shopper Research 42 AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY

43. Shopper Research 43 AMOUNTS SPENT PER PURCHASE & PRODUCT CATEGORY

44. Shopper Research 44 TOTAL AVERAGE MONTHLY SPENDING Food 65% Beverages 16% Other Categories 19%

45. Shopper Research 45 TOTAL AVERAGE MONTHLY SPENDING

46. Shopper Research 46 IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOODS).

47. Shopper Research 47 IN WHICH TYPE OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (FOOD).

48. Shopper Research 48 IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (BEVERAGES).

49. Shopper Research 49 IN WHICH TYPES OF STORES DID YOU BUY THE PRODUCT CATEGORY THE LAST 3 MONTHS (OTHER CATEGORIES).

50. Shopper Research 50 IN WHICH TYPE OF STORES DO YOU SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)

51. Shopper Research 51 IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (FOOD)?

52. Shopper Research 52 IN WHICH TYPE OF STORES DO YOU SPEND THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY(BEVERAGES)

53. Shopper Research 53 IN WHICH TYPE OF STORES DO YOY SPENT THE HIGHER AMOUNT IN ORDER TO PURCHASE THE PRODUCT CATEGORY (OTHER CATEGORIES)?

54. Shopper Research 54 SUMMARIZING … FREQUENCY OF PURCHASES p Main purchases: 3.1 times/month pComplementary purchases: 9.6 times/month AMOUNT SPENT On average 200.000 dr. (Euro 600) are spent per month.  65% food & snacks  19% body care products and house detergents  16% beverages, drinks MOST IMPORTANT NEEDS p Quality p Easy & fast purchases p Price – quality value p Convenient distance p Low prices HYPER MARKET – SYPER MARKET p Cover all of the family’s needs p Variety of brands / products p Easy to find on the shelves p The newest products are available p The products the buyer/customer wants are always available