Cherry-pickers and store switchers - consumer shopping behaviours and in-store expenditure decisions in virtual test stores

Bernhard Treiber

This paper studies the effects that consumers’ adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e.

Cherry-pickers and store switchers - consumer shopping behaviours and in-store expenditure decisions in virtual test stores

Bernhard TreiberTreiber + Partners, Germany

BACKGROUND

Understanding the nature of competition among supermarkets is an important and active area of inquiry for both researchers and practitioners in retailing. In particular, supermarkets offer the opportunity to study retail competition based primarily on price format and service levels, given that most supermarkets stock a comparable though not identical assortment of goods. Attesting to the growing interest in the topic, a number of papers have recently appeared on the subject of price format competition...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands