Point of Purchase
The moment of purchase is the most critical point in the entire
marketing cycle. It's the moment when a shopper best recalls why
they made the choice to put a particular item in their shopping
cart. All of the imagery perceived for the category, your product
and your competitor's product is top-of-mind at this moment.
MRSI's point of purchase research experience includes shopper
observation and videotaping,
shop-alongs and intercept interviewing. We're well equipped to
handle your point of purchase research needs with a roster of over
200 field agency partners. This gives you complete geographic
flexibility and stringent quality control measures to ensure the
highest quality research.
Point of purchase research has many applications. In particular,
it is an excellent way to study
impulse-buying behavior. This is of increasing importance as the
thousands of new SKUs on the store shelf every year make it
difficult for consumers to make well-informed purchase
decisions.
Point of purchase research also helps to focus attention on the
package; a pivotal factor in your 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 variables converge on the store shelf or at the display to
make it an ideal laboratory for understanding consumer decision
making behavior.
Contact
MRSI for more information on Point of Purchase Research
today!
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