Shopper Based Channel Research - Summary Fin0506

8/18/2019 Shopper Based Channel Research - Summary Fin0506

1/70

SHOPPING BEHAVIOUR, SHOPPING

OCCASIONS & CHANNELS

Key Findings

Field: Nov !e" #$Re%o ' () A% il #*C)s")de +: A% il ()y

C)s")de ((s: -ly +., .##*


2/70

NE/ CHANNEL !EVELOP(EN0 PROCESS 1 Key S'e%s

CHANNELDEFINITIONS

CHANNEL

ASSESMENT

CHANNEL STRATEGYFORMUALTION

CHANNELIMPLEMETATION

Formal Qual + Quant stud !s ar!n!!d!d

POP C!nsus data"as!#D $ st %& o' R!ta l Aud t

Sal!s T!am( P)Ps*S!r %! Plan* !t%


3/70

Rese) "2 O34e"'ives

5 ,EY r!s!ar%- o".!%t !s (

1 0o es')3lis2 di66e en' s2o%%e 'y%es, '2ei s2o%%ing

o"")sions )nd '2ei s2o%%ing 3e2)vio 3y ")'ego y7 )sde6ined 3y s2o%%e s

1 0o ) ive )' SHOPPER /ASE CAHNNEL 1

di66e en'i)'o s )nd des" i%'o s8


4/70

3e6o e 6in)li9)'ion o6 e'2odology

1 An)ly9ed .##. s2o%%e ese) "2 1 Cons-l'ed 1 UL Indonesi), B!, Indi), Vie'n) 8 1 Invi'ed e66 C)lende , ) 2ig2 % o6ile UL "ons-l')n' on S2o%%e C2)nnel8 1 Sing)%o e egion)l in%-' )dvi"e 6 ) e;o


5/70

S"o%e & (e'2odology

5 C!nt!r( ,ara%-5 Tar0!t r!s$ond!nts 'or DIs ( 123 IDIs4

1 M!n 5 6om!n rou0-l7 !8ual 1 , ds =>+? y s7t!!na0!rs : +*>+= y s, adults .# 1 @$ y s7 old @$ y s 1 SEC ( A* /* C* D 1 S2o%%ed in '2e "o only 6o-nd POP o-'le's )' le)s' . 'i es in '2e 1 Bo-g2' one s


6/70

6lo; o6 % esen')'ion

5 SHOPPING : 1 )''i'-de )nd 3e2)vio 1 'y%es o6 s2o%%ing 1 g o"e y 1 ;2)' '2is e)ns 'o '2e

5 SHOPPER 0 POLOGIES

5 SHOPPER NEE!S OCCASIONS

5 CHANNELS < AS DEFINED /Y SHOPPERS


7/70

5SHOPPING 1 att tud! and "!-a or 1 t7$!s o' s-o$$ n0

1 0ro%!r7 < :-at t- s m!ans to t-!m5 SHOPPER 0 POLOGIES




8/70

;2)' "o es 'o yo- ind ;i'2 ;o ds2o%%ing

5Pos t ! r!a%t on n o&!d( 1 F rst r!a%t on :as a sm l! on 'a%! and l 0-t n !7!s

1 YOUNG FEMALES( !=$r!ss!d lots o' .o7 # -ot 'a or t! amon0st 0 rls# !=% t!d

1 I feel happy bcoz by doing this I feel myself a responsible person. Moreover I feel that laterin life I have to do all this ( so its training) < Female

1 Actually I like grocery shopping as well bcoz I bought things which I like to eat. I boughtcoffee and Tang and other things.

It!s a "oy to havemoney when there is

something in themarket

# $%&' A*


9/70

;2)' "o es 'o yo- ind ;i'2 ;o ds2o%%ingMARRIED FEMALE

1 s!ns! o' %ontr "ut on to 'am l7 # rat onal r!s$ons! to ndul0 n0 $rodu%ts 9%osm!t % # .!:!lr7* !t%; 1 'hopping means buying the things for the house like grocery and kitchen items these are the first things

to buy.

1 'hopping means necessities like soap* shampoo etc. atables are needed* daily. 'ome shopping is done

from grocery stores and some is done from* cosmetic shops. Also there is shopping from 'unday +azar.

1

+efore marriage* I wasrela,ed* had very lessresponsibilities. -ow I have totake care of husband as wellas mange the house.

hatever my family and kidswant I should be able to buyfor them. That makes me veryhappy. In bringing things foryour family there is greatfeeling of satisfaction


10/70


5 MARRIED FEMALES 1 /r!a& 'rom da l7 %-or! 1 l ttl! !s%a$! 'rom n>la:s # !=%us! to m!!t u$ old 'r !nd ?Sa-al!!@

/ I feel very good when I shop. hen we go for shoppingwe do eat something outside like 0aluda* chaat* "uices.

F B 7rs


11/70


5 YOUNGER LOT 1 Con' d!n%! 0a n!d "7 !=$!r !n% n0 d ''!r!nt 'ormats* &no:l!d0! o'

$rodu%ts # d!als* and ?"!st $r %!@ # ?n!: s-ad!s@ s-o$ !t%


12/70


5 YOUNG MALE( 1 Pr d! n 'ul' ll n0 a 0r!at r!s$ons " l t7 1 Tra n n0 'or 'utur! rol! 1 )o7 to "u7 Mo" l! # ot-!r 0ad0!ts


13/70


5 MARRIED MALE 1 It s m7 r!s$ons " l t7 1 '!: %ons d!r s-o$$ n0 as a tas&

My tiredenssvanishes* when I

seem my child likedwhat I have bought

for himM&1$


14/70

'o s- 88

SHOPPING 1 A"'ive eng)ge en', sense o6 4oy )nd es%onsi3ili'y 1 Ho;eve , so- "e )nd eD'en' o6 4oy v) ies )s %e li6e>s')ge

gende 1 I 3-y '2ings 6o ysel6 )s %e y ')s'e 1 P ide in 6-l6illing ) g e)' es%onsi3ili'y 1 0 )ining 6o 6-'- e ole )s ) ;i6e )nd 2-s3)nd 1 Es")%e 3 e)< 6 o d)ily "2o e in>l);s 1 ED% ession o6 2e g2) d) i

1 Con6iden"e 3y in>'2e>


15/70

SHOPPINGKE BEHAVIORS


16/70

1 P e%) )'ion o6 Lis' 1 Eve yone "l)i s 'o )


17/70

5Rel)'ion 'o B )nds 1 B )nded goods % oli6e )'e )ll ")'ego ies eD"e%' s')%les & g )ins 1 Role o6 B )nds )%%e) s 'o 3e o6 UALI0 ASSURANCE & CON0INUI0 OF

0RA!I0ION 1 Sense o6 )sso"i)'ion ;i'2 "e ')in 3 )nd ( BRAN!

5Re')ile 1 Level o6 ' -s' & Rel)'ions2i% ;i'2 Re')ile

1 0 -s's '2e ode n 6o )'s, 6o eign 3 )nds, %)"3eing, e"en' 2)%%enings e'"8 1 C) e ')


18/70

shopper behaviour – key element

5P o o'ions, !is%l)ys 1 !e6ini'ely no'i"ed & o6'en )"'ed -%on> s%e"i)lly i6 o;n 3 )nd v) i)n' 1 B )nd logo on s2o% 6 on'

1 )%%e) s 'o )dd 'o s2o% s')'- e )s ) e%-')3le o-'le', selling J-)li'y % od-"'s

1 o e )""e%')3le 'o 3-y 3 )nded %)" 0o ee' o;n need, e8g8 J-en"2 '2i s', o 2-nge , o 0o %le)seo'2e s

1 Ind-lgen"e 4-s'i6iedM 1 C e)'e ) ne; 6el' need> %- e i %-lse )y )y no' 3e ind-lgen"e

5 E o'ion)l )%%e)l )l' -isI -se Eve yd)y 6o 'e) )nd "2ild en 2)ve !)i y J-een 6o d in?#y s, se" A, F

/If there is some new soapin the market then we buy it

to try. ell the list is pre& made but if I

see 2almolive or amay inthe market I ask Mom to buy

them3. 0* %4&%5 yrs*' +$

when I go to theshop and see things*

It reminds that this product is finished at

home so I buy it.6ike chi ps or

biscuits for mychildren/ hen we are looking for oneitems other items are alsodisplayed hence at times we dobuy them even if they are notre7uired3. ' A* 89:


19/70

5SHOPPING 1 att tud! and "!-a or 1 t7$!s o' s-o$$ n0 1 0ro%!r7 < :-at t- s m!ans to t-!m

5 SHOPPER 0 POLOGIES




20/70

'y%es o6 s2o%%ing

5 s2o%%ing %e se %e son)l i'e s g oo ing "lo'2ing5 2o-se2old g o"e y s2o%%ing: ve y i %o ')n' 3-' no'

on 'o% o6 ind es%e"i)lly yo-nge lo'85 ;indo; s2o%%ing5 in>'2e>


21/70

'2e g o"e y "on'eD'

5 Gro%!r7 s-o$$ n0> T!rm nolo07 as $!r s-o$$!rs( 1 R)'ion 1 S)-d) S-l6) 1 G2) y)lo s2o%%ing 1 (on'2ly i'e s s'-66 1 Reg-l) s'-66

1 Ki'"2en '2ings 1 Ho-se 2old )nd Ki'"2en '2ings

5 T-! Gro%!r7 "as&!t 1 V) ie'y o6 ele en's s-"2 )s s')%les> g )ins , %-lses, s%i"es, oil, 'e), l)-nd y i'e s, vege')3les )nd

e)', o'2e 6ood i'e s

1 F es2 i'e s 6o i edi)'e e"en' "ons- %'ion 1 ! y )'ions 6o s'o )ge

1 O'2e P)"


22/70

on'2ly 3-l< %l)nned %- "2)se

5 C)'ego ies>> B o)dly 1 S')%les 6ood ()s)l)s 1 Pe son)l C) e 888no' 2ig2e o de PC li


23/70

'2e g o"e y "on'eD'

5 T-! T m! C7%l! o' 0ro%!r7 s-o$$ n0 ( 1 B-l< s2o%%ing on'2ly 3i> on'2ly is "l)i ed 'o 3e ) no )l % )"'i"e 1 Mont-l7 sto%& u$

1 da7s or so# " >mont-l7 sto%& u$

1 6!!&l7# " >:!!&l7# r!0ular sto%& u$ or r!$l!n s-m!nts

1 !)ily Se)son)l 1 Da l7 > /r!a&'ast n!!ds * %- ldr!n s sna%&s* sudd!n 0u!sts

1 S!asonal( 1 Co''!! 1 C-an0! o' soa$s* s-am$oo

I o"ten !uy more so my wi"e"aces no pro!lems e en i"guest come suddenly$

(y 2-s3)nd give e s)l) y)nd 2e is '2en 6 ee I' is yes%onsi3ili'y 'o s2o%%ing8 I go

0ool mar&!t 6o y on'2lys'-66


24/70

5 SHOPPING 1 )''i'-de )nd 3e2)vio 1 'y%es o6 s2o%%ing

1 g o"e y 1 ;2)' '2is e)ns 'o '2e5 SHOPPER 0 POLOGIES




25/70

s2o%%e >'y%ologies

Expertise

HighLow

Joy

High


26/70

s2o%%e >'y%ologies

Expertise

HighLow

Joy

High

Grand MastersNovice/ Recruit Monitors

Captains

Pioneer


27/70

s2o%%e > 'y%ologies

5 Novi"e Re" -i's5 Uns- e, yo-nge s2o%%e , no' sel6>s') 'e in s2o%%ing7

%-s2ed 3y "i "- s')n"es o ") ying o-' o de s5 No' ye' ;ell ve sed7 3i' -nde "on6iden' , ove >;2el ed

so e;2)' ;i'2 '2e 2- ly 3- ly o6 ) 6 o e')ile , 6 o )dv's,6 o /O(, 6 o "o %)nions

5 /) y )nd ve y ")-'io-s o6 )


28/70

s2o%%e > 'y%ologies

5(oni'o s

1 02e 6 -g)l s2o%%e "ons- e > ;i'2 )inly )


29/70

S2o%%e > 0y%ologies

5C)%')ins5 02e eD%e ien"ed 2o-se;i6e 2-s3)nd ;i'2 '2ei %-lse 6i ly on '2e li6e o6

'2e 2o-se2old )s ;ell )s '2e )


30/70

s2o%%e > 'y%ologies

5G )nd ()s'e s 1 0y%i")lly olde en & ;o en o6 SEC B+ o lo;e 1 0o')lly )nd solely in "2) ge o6 '2e s2o%%ing 1 Gives o de 'o 3e eDe"-'ed 3y o'2e s 6o s )ll ) o-n's 1 (os' s2o%%ing done 3y sel6, )lone

1 B )nds )nd %)"


31/70

S2o%%e > 0y%ologies

5Pionee s 1 (os'ly yo-nge , SEC A, B, 3-' )lso C 1 Bo'2 en & ;o en, so e;2)' s %e 6- es, 6)s2ion

)""esso ies, 6-n 6oods 1 H)s oved );)y 6 o ' )di'ion)l 6o )' 'o')lly )' le)s' in sel6>i )ge i6 no'

)"'-)l -s)ge 1 /iling 'o %)y ) slig2' % e i- 6o ) 3e''e s2o%%ing eD%e ien"e 1 ;2ile

v)l-es ) dis"o-n's o % i"e s)vings, no' see


32/70


1 g o"e y 1 ;2)' '2is e)ns 'o '2e

5 SHOPPERS NEE!S OCCASIONS

5 SHOPPER 0 POLOG



33/70

Necessity / BasicI live therefore I shop

Play in regular HHcategories

I want to try new things

Impulse BUT

Non IndulgenceI just thought of it so I bought it

I %-lseInd-lgen"e

I wanted to feel nice

I % l


34/70

Necessity / BasicI live therefore I shop

Play in regular HHcategories

I want to try new things

Impulse BUT

Non IndulgenceI just thought of it so I bought it

I %-lseInd-lgen"eI wanted to

feel nice+8 P e%) )'ion o6 Reg-l) e)ls & HOME IS

MY CASTLE

?8 Sel6 G oo ing, ") e o6 %e son)l )%%e) )n"e

)nd i % ession s%e"i)lly > ;2en going in'o

%-3li", ee'ing o'2e s> SELF GROOMING

@8 0o 3e "le)n & Hygieni"$8 Sn)" 6o g-es' 1 HI TEA*8 F es2 & J-i"< o'2e 6ood needs> 3 e) FOOD ON THE GO

ar !t7 o' lun%- %-o %!s 'or %- ldr!n>FUN

FOODS3 S$!% al n!!ds o' %- ldr!n < s%-ool

$ro s ons* %lot-!s* un 'orms* "a"7su$$l !s> LITTLE ,INGDOM

J F!st al s$r!ad ( FESTI ITY


35/70

2o e is y ")s'le


36/70

T-! N!!d o%%as on S-o$$ n0 o%%as on Outl!t Cat!0or7+ HAPPY MEALS

P e%) )'ion o6 Reg-l) e)ls & "e e)ls, %-lses,s-g) ,

5 Oil, g2ee, 'e), s%i"es5 ! in 4-i"es, "ol)s5 P)"

1 ) s, 4elly, "-s') d,ve i"elli, noodles,"2eese,()yonn)ise,S% e)ds

5 PLANNED* LISTEDOUT

5 Veg 6 -i's5 (e)', "2i"


37/70

T-! N!!d O%%as ons S-o$$ n0 o%%as on Outl!t Cat!0or7

. FESTI ITYFes'iv)l s% e)d

5 Be6o e 6es'iv)l & d- ing )s;ell, 'o e%lenis2 o s%l8

e"i%e

5 Gene )l s'o e5 S-%e s'o e5 Ki )n)5 /2oles)le

5 All s')%les li


38/70

T-! N!!d O%%as on S-o$$ n0 o%%as on Outl!t Cat!0or7

$ HI TEASn)" 6o g-es'

G-es's )' 2o e long>s')y visi's

/a&!r7 5Fr!s- mad! sna%&s5(il


39/70

T-! N!!d O%%as ons S-o$$ n0 o%%as on Outl!t Cat!0or7

5GROOMINGS!l' G oo ing, ") e o6

%e son)l )%%e) )n"e

)nd i % ession

s%e"i)lly ;2en goingin'o %-3li", ee'ing

o'2e s

5 As 5 :-!n ' n s- sto%&

+>? on'2s

5 S$!% al ! !nt

5 N!: laun%-!s

5 0o )'"2 ne; "lo'2es5 6-!n a%%om$an7 n0

anot-!r s-o$$!r

5 SPECIAL PLANNE!

VISI0S

5 Cos e'i"

5 (edi")l

5 S-%e s'o e

5 ()


40/70

O%%as ons S-o$$ n0 o%%as on Outl!t Cat!0or7

= 0o 3e "le)n &

Hygieni"

5 (on'2ly

5 Pl)nned o e%lenis2

s'o"


41/70


1 g o"e y 1 ;2)' '2is e)ns 'o '2e

5 CHANNELS < AS DEFINED /Y SHOPPERS 1 ? meet the shopper 1 ;escriptors and ;ifferentiators

5 SHOPPER 0 POLOG

5 SHOPPERS NEEDS # OCCASIONS


42/70

In'e %l)y o6 O-'le's & Need o"")sions

ee' '2e s2o%%e


43/70

ee' '2e s2o%%e 5 Ho: :as outl!t # %-ann!l r!'!rr!d to 9!=a%t !r"at m;

1 #har kay 7areeb ki dokan& Mashalla t walk into it. unavailability of range of products. ?e knows us as we go there regularly. It>s a little crimpy and

there is dirt on the packets

= F, SEC A


44/70


1 'hop near aparment 5 Dr !r # r!ason to %-oos! # %at!0or !s

1 e are not sure of their 7uality so we usually not prefer it.< e usually go to this shop for little food stuff like chips toffees.tc

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 All things are not available and limited items they have in there store.

(, SEC A


45/70


1 Imtiaz store5 Dr !r # r!ason to %-oos! # %at!0or !s

1 All things are available5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l

1 All things are available < It is big < 'elf service < +ehavior is god < -eatness < @uality things are available

F, SEC B


46/70


1 #har kay pass aik .' kee dookan say < -ear our house at wholesale shop named as ?ina

5 Dr !r # r!ason to %-oos! # %at!0or !s 1 0lour* pulses* ketchup* -oodles* 'ugar* Mayonesee* tea* paste polish* dish washing li7uid* soap* 6u,* 'afeguard* 'hampoo* 'urf

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 All things are available < It is big < 'elf service < +ehavior is god < -eatness < @uality things are available

()le


47/70


1 #har k pas wali dukan

5 Dr !r # r!ason to %-oos! # %at!0or !s

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 'hop is very nice* behaviour is very good


48/70


1 tility store B 2un"ab olony ;epartmental 'tore

5 Dr !r # r!ason to %-oos! # %at!0or !s 1 Cates are good

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 2rice is less. verything is available* included in daily use stuff you get everything from one place. They have variety and range. Take a trolley and put all

that you want and pay at the counter. 'taff is soft spoken.

( + e) s8


49/70


1 Diryana store* Dorangi -o.4* wali Diryanay ki dokan

5 Dr !r # r!ason to %-oos! # %at!0or !s 1 henever I go to friends < relations there then I do the buying from here

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 2rices are similar to every other kiryana store. +asically are for pulses* sugar* rice and stuff. ;on>t have "uices and stuff like that. They lack variety in

range. =ou have to tell him everything. -ot soft>s spoken.;on>t have everything. +etter for ghee and oil often there are posters there. They inform youabout schemes and deals. Its not clean* a peculiar smell not good. @uiet congested. ;oesn>t like the e,perience.

( + e) s8


50/70


1 Diryana store* Dorangi -o.4* wali Diryanay ki dokan

5 Dr !r # r!ason to %-oos! # %at!0or !s 1 henever I go to friends < relations there then I do the buying from here

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 2rices are similar to every other kiryana store. +asically are for pulses* sugar* rice and stuff. ;on>t have "uices and stuff like that. They lack variety in

range. =ou have to tell him everything. -ot soft>s spoken.;on>t have everything. +etter for ghee and oil often there are posters there. They inform youabout schemes and deals. Its not clean* a peculiar smell not good. @uiet congested. ;oesn>t like the e,perience.

( + e) s8


51/70


1 #eneral store as lay kin* because its near to our house.

5 Dr !r # r!ason to %-oos! # %at!0or !s 1

5 Ma n $!r%!$t on o' t-! outl!t # %-ann!l 1 nvironment is good* it is large* normal rates* shopkeeper talk nicely * they deliver at home* saleman give you advice

( ?# e) s>SEC A8


52/70

In'e %l)y o6 O-'le's & Need o"")sions

SHOPPER BASE CHANNELS 1 !es" i%'o s 1 !i66e en'i)'o s


53/70

ne; "2)nnels+8 S )ll Neig23o 2ood s2o%


54/70

S )ll Ki y)n) Neig23o 2ood s2o%

%ey )eatures o) this (hannel• Looks cluttered

• Lots of sachet / boris sacks ! "isible

• Hapha#ard arrangement of stocks / category

• $oderate range

• $ostly o%ner or & one helper

• Usually small selling area

• 'on"enience of pro(imity

• )elationship %ith retailer / credit facility

•Largely replenishment / stock out purchase


55/70

Ne) 3y F) ily G o"e s

%ey )eatures o) this (hannel•Packed %ith stocks

•Loose items / staple "isible / key

part

•*ood range but no "ery limited

imported P'

•+,- trained helper

•.,+ shutters / larger selling area

• uality of products esp staples!

•$onthly bulk purchase

• Lo%er rates

•*oods return fle(ibility

IT FEATUERS SOME6HAT SIMILAR TO6HOLESALE # DISCOUNT SHOP> SLIGHTLYDIFFERENT RATES


56/70

S-%e S'o e

5 Ele en's iden'i6ied ;i'2 '2e o-'le' ) e:

1 O g)ni9ed ) )nge en' o6 s'o"


57/70

S-%e S'o e


58/70

Gene )l S'o e Neig23o 2ood

%ey )eatures o) this (hannel• 0ecent looking shop

• 1ound in key residential /

commercial location

• 2taple items in pre,packed format•$edium range 3 I' / 'old drink

•Pro(imity / con"enience of location

• $ostly stock,out / replenishment


59/70

Gene )l S'o e Neig23o 2ood


60/70

Big Gene )l S'o e !e%) ' en' s'o e

These are , class shops where things are arranged and displayed nicely# theyare the standard shops# they are well maintained# all things are kept properly

and they are well set# they are normal not ery !ig

These are bigger general stores..its up grade from general store, imported items are available.. …… M, 16-19. B2

%ey )eatures o) this (hannel• 0ecent looking big shop

• 2taple items in pre,packed format

• +,- trained helpers

• good range 3 limited imported prod4

• Usually large selling area

• Pro(imity / con"enience of location

• $onthly bulk purchase


61/70

Big Gene )l S'o e !e%) ' en' s'o e


62/70

S )ll S' ee' S2o% Co ne ")ndy s2o%s

5 Ele en's '2)' ) e iden'i6ied ;i'2'2e o-'le'

1 ) gon -sed 6o '2ese o-'le' KHOKHAS , BAN A

1 A3sol-'e do;ng )ded ) )nge en'

o6 i'e s 88"o %le'ely s")''e ed 1 Us-)lly !i 'y, dingy, d) < 1 SK s2)33ily d essed 1 S'o"


63/70

They ha e the kid-s items and candies here the shop keeperkeeps the items according to the need o" the area small itemslike matches# tea and regular items# sec ,# /+0# M

These are small stores, whi h are insmall towns and streets. The! are notbig. The! are not loo"ing lean

enough…. #, 16-19, se $

These are shops where eating stuff forhildren an easil! available li"e toffees, tang

et …. %oman, 16-19 !rs, &'( (

S )ll S' ee' S2o% Co ne ")ndy s2o%s


64/70

Cos e'i" S'o e

.hat makes this (hannel uni/ue 0'i))erentiators1

•5omen 2hoppers %ith 6pamper myself7 mindset

• 8cti"e engagement9 bro%sing9 testing9

•'olor cosmetic : ;ey attraction for shopper

•High consumption of Personal 'are / Hygiene

categories

•Imported / 2muggled goods %ey )eatures o) ,osmeti( Stores

•Highly organi#ed shel"ing mostly glass enclosed!•Largely array of brands largely imported/smuggled!

•2mall si#e outlet

•2er"ice Type: $ostly o"er the counter ser"ice

•Located in commercial / prominent areas in 'lusters


65/70

%ey )eatures o) this (hannel• Hea"ily o"erstocked

• $ostly in commercial / market

• Huge piles / piles of carton "isible

• *ood range of grocery items•


66/70

/2oles)le !is"o-n' s2o%

%ey )eatures o) this (hannel• Hea"ily o"erstocked

• $ostly in commercial / market

• 2taple in pre,packed format still can

physical e(amine >uality of product!• *rocery items / food items

•


67/70

(edi"o

%ey )eatures o) this (hannel•usually good shop9 spacious9 %ell lit9 glass shel"ing9organi#ed4•Located in decent market as %ell residential area• Better display of products•HP'/1oods and 0eos4 'old drinks and/or I'

•2hopping ?ccasion: 2tock out / replenishment / @mergency•)etailer : looked up9 friendly9 decent looking4


68/70

Gene )l B)


69/70

WholeSellers

GeneralStores

UtilityStores

KaryanaThe OutletsUsed

low usageHigh

awareness

highusage

Highawarenessmoderate

usage

Lowawarenesslow usage

E Cl)ss s2o%%e


70/70

'2)n< yo-

Shopper Based Channel Research - Summary Fin0506

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