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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

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