Choosing a store and shopping decisions in front of the shelf

Nielsen’s new ShopperTrends survey revealed that a wide selection of products, a good price-value ratio and good quality are the most important competitive advantages for a retail chain, but domestic-owned chains’ main strength is easy accessibility. This year most Hungarian consumers’ main priority when choosing a store is to find everything they need. This is followed by ‘I can easily find the products want to buy’ and a good price-value ratio. At the fourth place comes the high quality of fresh products and the fifth criteria is the availability of premium quality brands. Consumers’ expectations vary according to retail channel. Discount stores (there are nearly 450) boast a good price-value ratio, good parking facilities, low prices and good accessibility– the latter indicates that the penetration of Aldi, Lidl, Penny Market and Profi has surpassed an important level. The 1,800 supermarkets try to give consumers an added value with loyalty programmes, clean stores and high quality brands in the assortment. Hypermarkets compete with a large selection of good, long opening hours and well-known brands. Influencing store-choosing and stimulating in-store sales, together with BTL communication, has become more important than before.
Nielsen satisfies an increased demand for information by more frequent and faster data providing. Our company is now able to provide partners with chain-level or even store-level data, on a weekly basis. Most shoppers decide in front of the shelf what to buy – this is the reason why Nielsen performs in-store surveys that give a comprehensive view of product accessibility, primary and secondary placement, consumer prices, in-store promotion activities and the use of BTL tools.