The moment a consumer reaches for
a product on a store shelf is the most critical point
in the entire marketing cycle. It is the moment when
a shopper best recalls why he or she made the choice
to put a particular item in the shopping cart. All of
the imagery perceived for the category, your product
and your competitor's product is top-of-mind at this
moment.
That's why point-of-purchase research
(in-store interviewing) is an excellent way to study
impulse-buying behavior. In-store decision making for
consumer
goods continues to rise as does brand switching.
With thousands of new SKUs on the grocery shelf every
year, it is becoming more difficult for consumers to
make well-informed purchase decisions. Today's consumers
are increasingly shunning deliberation for efficiency.
Point-of-purchase research helps to
focus attention on the package, which can be the pivotal
factor in a product's success or failure. A package
plays many different roles—communicator, transporter,
container, protector, and instructor/educator. Simply
by being on the shelf, a package generates millions
of advertising impressions. If it is noticed and communicates
the brand's reason for being, it can be as effective
in driving trial and building brand image as a major
advertising campaign. Many other variables converge
on the store shelf to make it an ideal laboratory for
truly understanding consumer behavior.
MRSI's Field
Department is well equipped to conduct point-of-purchase
research. This may be just the type of research you
need to achieve market success and it is a cornerstone
of our product
development process.
Learn more about how we can put
the unique insight of point-of-purchase research to
work for you today! Call 513-579-1555 or use one
of our online forms to quickly request
additional information or to request
a proposal.
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