Digital Inclusion: The Integration of Next-Generation RTM Capabilities (Part 1: Consumer perception for using different touchpoints during product purchase)

Part 1: A sample Survey: Consumer perception for using different Points of Purchase/touchpoints during product purchase.

A survey was undertaken to assess consumer response and impression regarding the use of several points of purchase or touchpoints while purchasing a product. Below is a concise overview of the main observations:

• Occupation & Consumer Behavior: The majority of participants are employed individuals (55%), while students make up 33% of the sample. This suggests that these two categories play a considerable role in metropolitan centers' consumer markets.
• Income Group Distribution: The income groups are varied, with 31% earning between BDT 10 K and 30 K and a significant 24% earning between BDT 30 K and 50 K.
• Consumer spending on products: The average amount of money consumers spend varies. Specifically, 28% of consumers spend less than BDT 2K, while 24% spend between BDT 2K-4K. This data highlights the existence of varied purchasing tendencies among consumers.
• Point of Purchase (PoP): The data indicates a need to comprehend consumer reaction and viewpoint towards General Trade, Modern Trade, and Online/eCommerce to efficiently customize marketing techniques.

 

 

The survey indicates that consumers place a high value on convenience, the quality of the product, and the ability to find all their needs in a one location when selecting a point of purchase (POP) for everyday items. The survey revealed that the primary concern for consumers is the ability to locate all the necessary products in a specific location, with 51% of respondents indicating this preference for General Trade and 48% for Modern Trade. Additional elements contributing to consumer decision-making include the convenience of availability (51% for General Trade), previous product experience (25% for General Trade and 22% for Modern Trade), credit offered by the shop (16%), discounts provided by the retailer (7%), other miscellaneous factors (1%), and loyalty points (5%).

The survey also indicated that 81% of participants made purchases from all three categories of point of purchase (General Trade, Modern Trade, and Online). However, just 11% made purchases from both GT & MT, and 7% made purchases from GT only. The poll also indicated that convenience and product experience are the primary determinants affecting purchasing decisions in General Trade. Consumers in modern trade prioritize the perception of authentic products. While online shopping is not the most popular method for purchasing everyday things among respondents, it is utilized by a notable minority, approximately 11%.

"Consumer evaluation on PoP" offers a detailed comparison of consumer service elements between General Trade and Modern Trade/e-commerce. Below is a concise overview of the assessments:

• Product availability is considered average in General Trade and Modern Trade/e-commerce, with Modern Trade slightly surpassing General Trade.
• General Trade has a terrible rating for pricing accuracy and fair claims, whereas Modern Trade and eCommerce have an average rating.
• The retailer's service behavior and claim handling are evaluated as low, suggesting a need for change.
• General Trade's delivery service and speed are evaluated as poor, while Modern Trade/eCommerce's are scored as good.

The survey indicates that Modern Trade/e-commerce typically outperforms General Trade, although there are specific areas where both might enhance their performance, particularly regarding merchant service conduct and claim handling. The ratings represent the opinions of consumers and can assist FMCG companies in improving their customer service strategy.

In summary, consumers continue to rely on general trade and retail, and modern trade also plays a role in the purchasing decisions of metropolitan city consumers, particularly in large metropolitan centers. Only customers can engage in online or e-commerce transactions.

Part 2 will illustrate the present condition and implementation of an FMCG route-to-market strategy. Businesses may achieve uninterrupted growth by prioritizing retail and implementing a next-generation Route-to-Market strategy.

For additional information, please reach out to Marketing Brains BD team.