Analyse inédite explicitant comment la préférence à la marque influence majoritairement le comportement d'achat quelle que soit l'impact du point de vente dans la décision.

1. Ready to go shopping ?

2. A-brands : aim at the heart !

3. I keepmychoice in mind ! Average of planned purchases 73% 80% 65% 45% NET ISDR National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

4. A-brand or not, I decide once and for all ! 77% 29% Preference for A-brands 61% 55% NET ISDR National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

5. How do the FMCG sectors behave? PRE-SHOPPING STIMULI Average NET ISDR 1st quintile 2.1% 2nd quintile 5.9% 3rd quintile 8.2% 4th quintile 11.9% 5th quintile 15.8% Vitamins & mineralsaltproducts Pilsbeer Probiotic drinks Cola drinks Chocolate Breakfast cereals Milk Coffee Hairstylingproducts Body care products Face care products Stainremover Chips Cheese Yoghourt Cannedfood Deep-frozenfood & readymeals Fruit juice Specialbeers Soda Stillmineral water Washing up products Deodorant Biscuits Sugarcandy Householdproducts WC products Soap & shower gel Shampoo & conditioner Jam Candy bars Ice-cream Ready desserts Dressings Oil & butter Energy drinks Toothpaste & buccal hygiene Tissues Washingproducts Toilet tissue & kitchen roll National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

6. I’veboughtthingsthatwerenotplanned ! Total 72% Price / benefit Veryregularly Regularly 42% 36% Factorsexternal to the store 34% 29% 20% Factorsrelated to the point of sale 15% National universe ; PRP 18-54 years