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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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Related Insights

  • 07.01.2021

    GfK Shopper Behavior News

    Map of the Month: GfK Purchasing Power, Germany 2021

    GfK's Map of the Month for January shows the projected distribution of purchasing power in Germany in 2021.

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  • 03.12.2020

    GfK Shopper Behavior Articles

    If you know what sold on Black Friday, you can plan for the holiday ...

    Data insights from this year’s Black Friday show that promotions started earlier and lasted longer than in previous years, and premium products were ...

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  • 02.12.2020

    GfK Shopper Behavior News

    Map of the Month: Online & brick-and-mortar purchasing power for toys ...

    GfK’s Map of the Month for December illustrates the 2020 regional distribution of purchasing power for toys and hobbies via online and ...

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