Understand how and why consumers select and buy from particular shops.
Business Challenge
Consumers can purchase music CDs and film DVDs from a variety of sources including internet downloads. The long term purchasing intentions of consumers for CDS and DVDs was required to enable a well known high street retailer to develop its market position and long term strategy.
Solution
Street intercept interviews of 10 minutes each took place with 450 respondents in Manchester, Birmingham and Brighton.
Results
The findings enabled the client to identify the attitudes and opinions of consumers to its shops so that market positions and communication strategies could be developed and long-term investment plans established.
