You are
here: Step
7: Selecting and researching potential countries/markets
abroad > Implementing the research brief >
Evaluate the shortlisted countries in detail >
Techniques for formal in-market research > Store visits |
|
|
|
Store visits
Store visits involve the gathering of information
about consumer markets through direct observation in selected
shops. These visits can be carried out on a very limited
budget and can provide a great deal of useful information.
When carrying out a store visit, the researcher does not
interview anyone. (S)he simply takes note of certain facts
and records these on a checklist. Store checks can provide
the following type of information:
- Prices at the retail level
- The identity of competing products
- The relative importance of competing
products in terms of shelf space
- Methods of packaging
- The nature of in-store promotion and
advertising campaigns
Through observation, the researcher can
through observation acquire information about other marketing
practices abroad. (S)he can, for instance, take note of
press and media advertising, or can attend trade fairs
and observe such things as which companies are exhibiting,
the size of their stands, the nature of their displays,
the literature they distribute, etc.
|