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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2020年，受新冠疫情影响，各行业、各品牌的业务均遭到一定程度的冲击，营销领导者们也不得不面临预算缩减和KPI调整的双重挑战。如何用更少的资金投入实现超预期的效果，成为大多数企业当前面临的现实问题。

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White papers

消费科技行业洞察白皮书正式发布！

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Articles

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