Butter cream as seen by IMIGe

A survey prepared by Szonda Ipsos in the summer of 2006 examined the composition of consumers in Tesco stores according to certain demographic criteria and the effectiveness of advertising tools which can be sold in these stores by IMIGe. Findings of the survey can also be used to outline trends for the butter cream market. Products in the butter cream category are typical examples of products bought impulsively. This is important, since 77 per cent of consumers in Tesco hyper markets are impulsive buyers, 90 per cent belong to the 18-49 age group and their income is above the average. Best tools for inducing impulsive buying are advertising surfaces immediately next to products, or on the shelves. Among the tools used by IMIGe, shelf stoppers and floor stickers are the most popular with clients. The survey revealed that consumers regard these as helpful sources information and not as obtrusive advertising. The April campaign of President butter cream is a perfect example. The primary objective of the advertiser was to point out to customers that this product contains only half as much fat as other butter creams. Shelf stoppers will also be used for the Flora pro-active campaign of Unilever in 2007. Clip-ons were used for advertising Philadelphia margarine in Hungary. The survey revealed that consumers spend an average 68 minutes in Tesco stores, in continuous contact the clip-on advertisement, but it is not regarded as obtrusive.