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Méthodologie de l'étude établissant l'influence du point de vente dans le comportement d'achat
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Ready
to go
shopping ?
What is the ISDR
made of ?
How strong is the influence of the POS ?
GENERALLY PLANNED
SPECIFICALLY
PLANNED
SUBSTITUTE
UNPLANNED
TOTAL IN-STORE
DECISION RATE 36%
-
-
-
- 27%
3%
13%
56%
44%
Purchasedproducts
Plannedpurchases
Planned brand
+ brand bought
Planned brand
+ other brand bought
Unplanned brand
Usual brand
Other brand
Unplannedpurchases
Usual brand
Other brand
Don’t know
Also an ‘ISDR’ in Fact !
Unplanned
purchases
Planned brand
+ other brand
bought
Unplanned brand
Popai’s ISDR
GROSS
ISDR
Substitute
= 3%
Unplanned
= 27%
Generally
planned
= 13%
Purchasedproducts
Plannedpurchases
Planned brand
+ brand bought
Planned brand
+ other brand bought
Unplanned brand
Usual brand
Other brand
Unplannedpurchases
Usual brand
Other brand
Don’t know
One step further in Fact !
Brand
« before »
Planned brand
+ brand bought
Usual brand
Usual brand
Brand
« in store »
Planned brand
+ other brand
bought
Other brand
Other brand
NET ISDR
