Your Food Brand Planogram: Know Your Consumer Buying Behavior

There are several questions you need to ask yourself when determining consumer buying behavior.

Destination Purchase?

Is your food product a destination purchase—one that consumers go to the store specifically to buy? Or is it an occasionally on-the-weekly-menu product?

Consumer Buying Behavior: Brand, Price, or…

When the consumer shops the planogram in your category, what factors into their product selection and purchase—price, brand, package, shelf placement, or coupons?

Ultimately, you must determine the consumer’s selection and purchasing processes, and average spending.

Store Check!

Consider taking a field trip to the store, and watch people as they shop.

You’ll find out a lot from an informal store intercept if you can find a willing retail partner with which to work. Your research will pay off handsomely as you develop your expert status.

What brands are winning?

Consider additional questions to help map out your food brand planogram and to better understand consumer buying behavior:

• What Brands are at Eye Level?
• What are the Leading Products Anchoring the Planogram?
• What Brands are Driving Focus?
• What Brands are the Category Drivers?
• What are the Brand Adjacencies?
• What Brands Make Up the Layout, Price, and Brand Groupings?
• Where are the top brands and price points?

Understanding your planogram and better understanding your consumer buying behavior is a big part of knowing how to increase sales velocity.  We can help! Please reach out to the NewPoint team. If you are interested in more food marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.