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Design/Methodology:
Face to face in
home interviews of main household shoppers and key influencers
in main urban centers– 40-45 minute interview. Annual
or 6 monthly study.
Marketing
Issues Addressed:
- Measuring equity in retailer branding
- Shoppers perceptions of key retail chains and changes
in general shopping behavior.
Analyses Delivered:
Store Equity Index
for key retailers (based on Winning Brands Methodology), trade
sector usage model, store repertoire, store relationships,
store attribute associations and category purchasing analysis.
Works With:
- Retail Measurement scanning and audit data, CPS data,
advertising expenditure data and other CR studies
- Complements specific eQ retailer studies on customer loyalty/value
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