A Peep Inside The Grocery Shopper's Mind And Her Basket
Progressive Grocer|October 2017

The retail environment today is characterised by constant and intense competition. Every retailer wants a higher share of the customer’s wallet. An AT Kearney report calls India the numero uno retail destination in 2017 but it also says that the competition is set to intensify in the foreseeable future. Most retailers will be confronted with the challenge of attracting more customers to their store, converting them to buyers, and getting a fair share of their basket.

Premjit Mohapatra
A Peep Inside The Grocery Shopper's Mind And Her Basket

Market consultancy and research firm Neilsen, with a wealth of experience in understanding consumer behaviour and retail, has come out with a study titled the Three Pivots of Retailing, which details interesting facts that a retail business in India needs to look at in order to be successful. The study also provides valuable insights into the mind of the consumer.

Three pivots of retailing

Increasing the number of footfalls

Increasing the frequency of people coming to the store

Increasing the basket size of customers

Increasing the number of footfalls is about being in the right location. For identifying the location, the parameters to be keep in mind are to look at areas where you have the high income or the affluent or the mid income consumers. High affluence areas mean high potential for the retail store to meet its objectives. So the first step is to identify the consumer affluence level out there and identify the consumer potential. The next is to account for retail potential, which is a combination of retail density out there and retail sales happening there. The important thing to keep in mind when considering income is the change in consumption baskets.

“Identifying the consumers and the location where you can find the intended footfalls starts with defining who and what your consumer is. This description is arrived at by looking at their income. At Neilsen, we use a lot of methodologies to estimate income. We don’t ask about the income, we estimate it. We ask about expenditure, we look at the savings rate and then estimate the income,” says Peeyush Bajpai, Director, Micro marketing & Economics, Nielsen India.

This story is from the October 2017 edition of Progressive Grocer.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the October 2017 edition of Progressive Grocer.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM PROGRESSIVE GROCERView All
Gurgaon's First and Most Successful Independent F&G Retailer
Progressive Grocer

Gurgaon's First and Most Successful Independent F&G Retailer

SINCE LAUNCHING ITS FIRST OUTLET IN THE YEAR 2000 IN DLF GURGAON AT A TIME WHEN MODERN TRADE FOOD AND GROCERY STORES WERE NOWHERE ON THE RETAIL HORIZONS OF THE MILLENNIUM CITY, NEEDS SUPERMARKET HAS GROWN TO ADD 26 LARGE, MEDIUM AND SMALL STORES TO ITS KITTY, CLOCKING AN ADMIRABLE RUN RATE ON VARIOUS PARAMETERS OF RETAILING EXCELLENCE ALONG THE WAY. PROGRESSIVE GROCER SPOKE TO NEEDS SUPERMARKET’S MD AJAY DHAR, AND CEO, ARUN KHATTAR, ABOUT HOW THE GROCERY CHAIN HAS BEEN ABLE TO HOLD ITS OWN AND CLOCK STEADY GROWTH IN A HYPER-COMPETITIVE MARKET DOTTED WITH BIG-BOX NATIONAL RETAILERS AND THE SECRET SAUCE BEHIND ITS SUCCESS RECIPE.

time-read
10+ mins  |
August 2021
Paras Spices is innovating with unique products to meet new trends in the spices category
Progressive Grocer

Paras Spices is innovating with unique products to meet new trends in the spices category

CATEGORY WATCH FOOD STAPLES

time-read
5 mins  |
July 2021
Brands and retailers collaborate to promote the growth of non-alcoholic beverages
Progressive Grocer

Brands and retailers collaborate to promote the growth of non-alcoholic beverages

SUPER-HERB INFUSED BEVERAGES THAT BRING THE POWER-PACKED GOODNESS OF SUPERFRUITS ARE TAKING THE MARKET BY STORM. THESE NONALCOHOLIC BEVERAGES CLAIM TO CONTAIN ZERO CALORIES, ZERO SUGAR, ZERO ARTIFICIAL SWEETENERS, AND ZERO PRESERVATIVES AND ARE DESIGNED FOR TODAY’S MILLENNIAL-GEN WHO ARE SEEKING A HEALTHY DRINK WITH A TASTY TWIST.

time-read
3 mins  |
July 2021
Just Outside the Box
Progressive Grocer

Just Outside the Box

THE HUMBLE PARKING LOT HAS BECOME A DIFFERENT KIND OF RETAIL DESTINATION AND HUB OF COMMERCE.

time-read
6 mins  |
July 2021
Increased Focus on Health, Wellness, and Immunity-boosting Products
Progressive Grocer

Increased Focus on Health, Wellness, and Immunity-boosting Products

SALES OF PACKAGED FOODS HAVE SURGED SINCE THE ONSET OF THE PANDEMIC, AS HOME-BOUND CONSUMERS STOCKPILE FAMILIAR PRODUCTS THAT WON’T GO STALE QUICKLY. BREAKFAST CEREALS, INSTANT NOODLES, RICE AND COOKING FATS ARE AMONG THE PRODUCTS THAT HAVE SEEN THE STRONGEST GROWTH IN RECENT MONTHS.

time-read
3 mins  |
July 2021
Consumer focus on hygiene & nutrition boosts packaged paneer sales
Progressive Grocer

Consumer focus on hygiene & nutrition boosts packaged paneer sales

THE DEMAND FOR CATEGORIES SUCH AS CHEESE AND PANEER HAS WITNESSED AN ALL-TIME NEW HIGH DURING THIS PANDEMIC THANKS TO THE VERSATILE NATURE OF THESE PRODUCTS. NOT ONLY IS PANEER DELICIOUS TO TASTE BUT DURING THE HEIGHT OF THE LOCKDOWN, THE INTERNET WAS TRENDING WITH UNIQUE, FUN AND EASY-TO-MAKE PANEER RECIPES.

time-read
3 mins  |
July 2021
How Hormel Became a Snack Company
Progressive Grocer

How Hormel Became a Snack Company

ACQUISITIONS, ADJACENCIES AND INNOVATION DEFINE THE GLOBAL BRANDED FOOD COMPANY’S GROWTH STRATEGY

time-read
10+ mins  |
July 2021
The New Normal for Snacks
Progressive Grocer

The New Normal for Snacks

THE POST-PANDEMIC CONSUMER WILL DEMAND BETTER-FOR-YOU MEAL SOLUTIONS MORE THAN EVER BEFORE.

time-read
6 mins  |
July 2021
The rise of superfoods and ways to mainstream them on retail shelves
Progressive Grocer

The rise of superfoods and ways to mainstream them on retail shelves

WHAT ARE SUPERFOODS AND THEIR BENEFITS AND WHY THESE PRODUCTS ARE WITNESSING A HUGE SURGE IN DEMAND? WHAT ARE THE CHALLENGES OF INFUSING THESE SUPERFOODS INTO OUR TRADITIONAL FOOD PRODUCTS, AND HOW CAN THEIR VISIBILITY AND AWARENESS BE RAMPED UP IN ON-GROUND SHELVES OF SUPERMARKETS AND RETAIL COUNTERS?

time-read
8 mins  |
July 2021
What is driving consumers to become more conscious of what they eat?
Progressive Grocer

What is driving consumers to become more conscious of what they eat?

WITH CONSUMERS BECOMING MORE HEALTH-CONSCIOUS, RETAILERS HAVE ALSO STARTED MAKING SHIFTS IN THEIR OWN MERCHANDISING AND MARKETING TO KEEP UP WITH THE TREND.

time-read
3 mins  |
July 2021