Méthodologie de l'étude établissant l'influence du point de vente dans le comportement d'achat

1. Ready to go shopping ?

2. What is the ISDR made of ?

3. How strongis the influence of the POS ? - SPECIFICALLY PLANNED 56% - 13% GENERALLY PLANNED - 3% SUBSTITUTE - 27% UNPLANNED 44% TOTAL IN-STORE DECISION RATE 36%

4. Alsoan ‘ISDR’ in Fact ! Substitute = 3% Planned brand + other brand bought Unplanned brand Generallyplanned = 13% Popai’s ISDR Unplannedpurchases Unplanned = 27% GROSS ISDR

5. One step further in Fact ! Planned brand + brand bought Planned brand + other brand bought Usual brand Other brand Usual brand Brand « before » Brand « in store » Other brand NET ISDR