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What is the ISDR made of

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Méthodologie de l'étude établissant l'influence du point de vente dans le comportement d'achat

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Page 1: What is the ISDR made of

Ready

to go

shopping ?

Page 2: What is the ISDR made of

What is the ISDR

made of ?

Page 3: 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%

Page 4: What is the ISDR made of

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%

Page 5: What is the ISDR made of

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