Preference Stability Investigating customer preferences before and at the purchase

Abstract

THE AIMS OF THE PAPER

The aim of our reasearch is to measure consumer preferences in Fast Moving Consumer Goods market.

METHODLOGY

First we conducted an online survey to measure long-time preferences, followed by in-store questioning still on preferences. As third, eye-tracking measurment was conducted while we finished with an evaluating questionnaire with those who participated in our research. Our spot of selection focused on Fast Moving Consumer Goods (FMCG). By those daily goods the consumer journey is rather short, kind of routine-wise. Therefore prove on stability of preferences may be difficult as underlaying preferences have stronger inpact what consumer may be not aware of. Decisions are made in-store at the self mainly, therefore in-store stimuli have a strong effect on purchase decision. Our examinded categories were: (1) carbonated and non-carbonated soft drinks, (2) beer, (3) sweets, (4) dairy products, (5) toothpaste.

MOST IMPORTANT RESULTS

Results approved our hypothesis of having a significant difference in purcchase behaviour between male and female when doing daily grocery shopping and next to that preference stability shows a clesar differencee when different categories are examined.

Our main finding is that „quality of product” preference item  proved to be in top 3 by each of the 5 examined FMCG categories in case of both spontaneous open list and promted top 3 closed list – while this statement is not proved to be true for any of the other preferences included in our survey.

„Taste/flavour of product” proved to be in the first 3 position in case of the examined four food categories while in case of toothpaste this preference was not nominated to the toplist.

RECOMMENDATIONS

In the professional business our research may help category management with practical information on how much Hungarian consumers conscious are and how much „quality of product” an absolute priority means when deciding on daily grocery shopping. In each of our 4 examined food categories „quality” is ranked as one of the top 3 preferences.

The research is supported by Hungarian Scientific Research Fund (No. OTKA K 116040) of National Research, Development and Innovation Office.