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SHOPPERS tend to walk along the same route in a store and spend more time at the back rather than the front of the outlet.
These are among the interesting results of a research done by TNS Research International.
"The knowledge of this research can be applied to maximise retail strategy," said Herb Sorensen, global scientific director of retail and shopper insights.
Sorensen and Nelson Woo, regional director for new business development, were speaking to reporters during a media roundtable discussion yesterday on the release of the agency's "Shoppers Insights" research.
The research is a study on consumer shopping behaviours applied by retailers to improve sales and profits at their stores.
It focuses on how products perform in the retail environment, what shoppers truly value, how they shop and how to best maximise the resources and layout of retail outlets.
The research discovered that shoppers naturally go to their right when entering a retail outlet, and this translates into retail outlets with a right-hand entrance generally performing better.
Consumers also do not look up when they are shopping.
"These findings will help retailers better plan their shelf plan and product placement. The challenge for retailers is to best use that space to educate customers on their products," said Sorensen.
Meanwhile, the influx of hypermarkets and supermarkets in Malaysia have spurred demand for in-house brands, which are a cheaper option for consumers.
It was reported last year that about 68 per cent of Malaysian households had at least one in-house brand like tissue papers, detergent, cookies and cooking ingredients.
"With the current economic situation, we see that customers are still buying, but are thrifty in making their pur chases, and private labels fit the choice for better value," said Woo.
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