What drives the customer to visit a shop? Finding the intention behind the trip

Markus Hoffmann

This paper describes the way to find the missions behind each shop trip. It is based on real shopping behaviour data from the consumer panel on a long-term basis.

What drives the customer to visit a shop? Finding the intention behind the trip

Markus HoffmannGfK, Germany

FINDING THE MISSION – BORDERS AND CHANCES

Indeed, it is not an easy task to find the motivation for a certain behaviour. The reason is – on one hand – that persons acting in a certain way are often not really aware of the reason for doing so. On the other hand – if they are aware of it – they are probably either not able or not willing to describe or give this information. That's often the difficulties with which qualitative...

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