Consumers shop the meat case differently than they shop other parts of the store. It’s important to understand consumer shopping behavior, right at the point of decision. Historically, actual shopping behavior has been difficult to measure and track...until the National Pork Board developed a proprietary research tool that captures “real world” behavior.
Review all three fascinating reports, including the new report released Fall, 2009.
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Key Findings - POD I
The meat case is a planned shopping destination every week.
- 83% grocery shop once a week or more.
- 80% of respondents planned on going to the meat case prior to entering the store.
Many shoppers don’t know exactly what cut they will buy until they get to the meat case.
- Shopping lists function more as a guide and tend not to mention a specific meat by name or cut.
- More pork buyers (41%) are undecided about which cut they buy until they get the meat case than are buyers of beef (39%) or chicken (26%).
- Pork is more likely to be an impulse purchase vs. beef or chicken.
Meat is a high-involvement purchase in that consumers have to re-evaluate the products on every trip; they spend more time on the decision-making process than they do for other food purchases.
- Shoppers spend four minutes at the meat section vs. one minute (norm) for other food products.
- Consumers spend more time at the meat case when buying pork.
96% do not seek assistance from store personnel.