Understanding usage of the independent trade media in the confectionery arena
Examples of our Work - Quantitative Research
Background
A survey of independent retailers stocking confectionery was conducted in order to establish how they obtained information on confectionery products to stock, products on promotion and merchandising advice as well as their attitudes towards a major leading confectionery manufacturer and competitor confectionery manufacturers.
Objectives
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To understand what sources of information independent retailers use including press, websites, Email, text and sales visits.
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To understand what types of information they receive and distinguish those which consist of; information on products and promotions and/or information on market dynamics and merchandising advice.
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To understand preferred sources of information and reasons why.
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To understand how often trade magazines were received, how often they are read and for how long.
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To understand which pages or types of information within trade magazines are of most interest and whether this results in changes in ordering, stocking, pricing and/or merchandising.
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To understand which product lines they are influenced to put on order forms, stock or restock as a result of having read an advert in the trade press.
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To establish awareness of products recently promoted in the trade press and the types of promotion/publicity which are viewed as effective and attitudes towards key manufacturers.
Methodology
A telephone interview was undertaken with the owner or manager of a sample of independent retailers. In total 600 interviews were completed, 497 with outlets called on by our client and 103 amongst outlets not called on by our client.
Outcome
As a result of the research our client had a full report on what types of communications independent retailers are exposed to and what sort of activity prompted them to change their normal buying patterns. With this detailed understanding of what types of communications retailers are most receptive to our client is able to plan promotional activities within the independent sector to maintain maximum advantage over their competition.
