Shoppers Behaviour Market Research
The purpose of Shoppers Behaviour Market Research
Planning a purchase of a service consumer takes into consideration few elements. As the sharp price is not a decisive factor any more it becomes essential to identify all the other factors considered by the potential Buyer. Simultaneously only profound understanding of all the stages of the decision-making process can increase the sale. Many companies do not realize that decisive influence on the sale may have factors like: public opinion about company, feedbacks in the Internet, usability of company’s website, advert, publicity and promotion, and finally quality of the customer service offered in the company. The purpose of the research is to identify all the factors influencing the decision-making process of the Buyer and pinpoint the most important ones in your company’s industry.
Proceedings of the research:
Stage one
This stage of the market research will allow to pinpoint whether Client is looking for information about company in a primary or secondary sources. The primary sources are: company’s headquarters, stores, outposts. The secondary sources are: Internet, press, acquaintances. The main point of this stage is to let the Seller know where the Customers are seeking information about his company so that he could improve the service offered in these places.
Stage two
By now the Seller knows where Buyers seek the information about his company. What the Seller does not know is what exactly the Buyer is looking for, in which form and what does the Client expect from the service. Quite often the stage of seeking the information is the stage when the Seller loses the Customer. In most cases it happens because the information the Client finds are insufficient, unsatisfying, unclear or convoluted. In other cases the reason of Buyer’s disaffection might be the quality of service received in the primary sources.
To answer the main questions of the first and second stages of the research Investzoom propose you the method of face to face interviews. The method involves a carefully chosen participant and fieldworker undertaking a close, detailed conversation on a series of set subjects.
Stage three
In the first and second stage we find out what does the Customer want and what does he expect from the service offer by the company. In this part of the research it is essential to check if the company lives up to the expectances of the Customer either in the primary and secondary sources.
Investzoom Market Research Agency propose the following methods to answer the mentioned questions:
Methods for the primary sources:
- Mystery shopping - The purpose of the mystery shopping research is to help businesses increase sales and improve employee customer service awareness. The research involves checking performance and service at retail and other businesses by our anonymous representative. Instructions to “mystery shoppers” can include a script of behavior, questions to ask, complaints to give, purchases to make, and many others.
Methods for the secondary sources:(please not we talk about secondary sources not the secondary research methods)
- CATI (Computer Aided Telephone Interview) - is a telephone surveying technique in which the interviewer follows a script provided by a software application. The method might be used both to check the Internal and external company image. CATI might by also useful for the Buyer satisfaction studies.
Research findings
This complex, three-staged research reveals the needs and expectations of the potential Customers. What’s more it shows weather Seller lives up to these expectations. Knowing all the factors having influence on the decision-making process of the Customers, the Seller has the possibility to improve the offered service so that he could satisfy more consumers, and finally increase the sale.
Please be acknowledged that this programme applies for any Eastern European country we service. If you would like to have more information regarding this complex approach, please do not hesitate and contact us.
.... and we have some extra add on for your research
On-Shelf Availability Studies for Eastern European countries
Are you aware which retailers and outlets your products are distributed to, but are they available to the consumer when they go to make a purchase? Often the lack of availability is not a matter of products simply being out of stock, but rather a matter of the product not being replenished by store staff. At any given time we can send in a team of associates to capture what is happening in any number of stores. This will bring constant monitoring for your retail operations for chosen markets in the Eastern Europe.