logo EN-GB

GfK Shopper Behavior

The who, what and where of buyer behavior

With more paths to purchase than ever, and increasing volumes of data available about shoppers, it’s essential to understand purchase behavior. Who is your shopper and what influences their purchasing decisions? When they’ve made their mind up, which channels do they shop, when, how much do they buy and at what cost? GfK’s Shopper Behavior provides insights into these areas to support your retail strategy and marketing decisions.

Our shopper research experts combine GfK’s Consumer Panel data with numerous other primary sources and analysis to fully understand the purchase journey experience. Armed with this insight, you can influence purchasing decisions during any and all phases of the product lifecycle – in-store and online. For instance:

  • Launch: Will my new product be a success?
  • Growth: What drives brand growth or loss in my categories?
  • Competition: Who am I winning customers from – and losing them to?
  • Loyalty: What and/or where else are my customers buying?
  • Trends: Which shoppers are driving changes
  • Target audience: Who buys my brand today and who might buy it tomorrow?

Many of our clients rely on GfK’s Shopper Behavior to provide the business KPIs that matter most to their performance, such as:

  • The drivers of growth
  • Reasons for increasing volume and value
  • Insights into why volume and value are declining
  • Evaluating brand attractiveness
  • Assessing how many consumers buy the brand
  • Metrics on frequency of brand purchasing
  • The amount bought on an average trip

Related Products

  • GfK Why2Buy

    Custom surveys run on GfK’s Consumer Panel to understand the ‘why’ behind shoppers’ purchase behaviour. Results are calibrated to panelists’ purchase behavior.

    Read more
  • GfK Point of Sales Tracking

    Product tracking comparison tool measuring market share and brand performance. Data from both retailer and reseller. Regular POS insights across all relevant channels.

    Read more
  • GfK Demand Forecasting

    Accurate and timely sales forecasts to understand current and future demand for technology devices. Based on GfK’s Point of Sales data and global and local experts

    Read more
  • GfK Distribution and Supply Chain Management

    Live data analysis and alerts on supply chain using distribution and product data, POS at SKU level and sales forecasts for EMEA, US, LATAM and APAC (+ 18 Indian states).

    Read more

Related Insights

  • 13.07.2020

    News

    Map of the Month: FMCG share of brick-and-mortar retail turnover, ...

    GfK’s Map of the Month for July illustrates fast-moving consumer goods’ (FMCG) share of brick-and-mortar retail turnover in Europe in 2019.

  • 29.06.2020

    News

    Map of the Month: Retail share of private consumption, Europe 2019

    GfK’s Map of the Month for June illustrates the brick-and-mortar retail turnover share of private consumption in Europe in 2019.

  • 29.06.2020

    Reports

    GfK Coronavirus Recovery Atlas: forward mapping for the new market ...

    Our latest in-depth, far-reaching report of market insights, commentary and forward projection for the global TCG market. It is richly illustrated ...

View all Insights