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In the Mood: Understanding the Shopper

January 21, 2014

There’s endless discussion about the changing shopper, emerging demographics and even the increase of men in the aisles of supermarkets. But no matter who is actually doing the shopping, the factors driving them remain the same — feeding the household on a budget.

The World According to Shoppers, http://ccrrc.org/studies/the-world-according-to-shoppers/ a study from the Coca‑Cola Retailing Research Council of North America, took a deep look into shopper motivations and outlined nine different moods or need states that seem to be reflected in all trips. Those need states range from big stock-up trips to quick grab-and-go visits.

What retailers might find most interesting is the similar motivations, yet vastly different mindsets on seemingly comparable trips. That’s because shoppers love, while others dislike the supermarket visit.

Understanding these motivations can help a store better meet the needs of shoppers and, in the process, improve loyalty and sales.


Michael Sansolo

Research Director

Coca‑Cola Retailing Research Council of North America