The Point-of-Purchase Advertising Institute (POPAI) conducted a major study of supermarket shopping in four European countries. Almost 3,000 consumers age 16 or older were interviewed while shopping at a major supermarket. Respondents were first screened to ascertain that they were on a “major shopping trip” before the interview. Part of the results are shown in Table A
Discussion Questions
1. What are the most significant shopping differences across these four countries?
2. What causes the most significant shopping differences across these four countries?
3. What are the strategy implications of the most significant shopping difference across these four countries for an EU-wide supermarket chain?
4. What, if any, are the strategy implications of the most significant shopping differences across these four countries for a manufacturer of products sold in supermarkets throughout the European Union?