Magazine: Experiences motivate shoppers

Kata Pádár
client service
director
Kantar-Hoff mann

In connection with the ‘Most successful promotion of the year’ competition, Kantar-Hoffmann conducted a qualitative consumer survey with 4 focus groups that consisted of 23-35 and 36-55 year old Budapest consumers. The study found that even more consumers take part in promotions than before, and they follow them more actively. Consumers are more willing to try new or more expensive products, but at the same time innovative solutions used in promotion campaigns don’t motivate them. They like the rules and games that they already know well. Formerly popular pay for 1 and get 2 offers are now considered to be an ordinary thing, just a starting point. What shoppers are seeking in promotions is an experience, e.g. saving money, tasting the product, a game to play, a gift, etc. //