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