Eye on Asia - Retail

Shopper Confessions that reveal 10 eye-sights which will

change the way Asian marketers look at retail
Methodology Overview

88 Key
Key Markets
Markets 33 Priority
Priority Markets
Markets
India,
India, Vietnam,
Vietnam, China,
China, Japan,
Japan, India,
India, China
China & & Malaysia
Malaysia
Malaysia,
Malaysia, Australia, Korea &
Australia, Korea &
Indonesia
Indonesia

Quantitative + Qualitative

Online/ in-home interviews

China, Japan, Australia, Korea – Online
India, Vietnam, Malaysia, Indonesia – In-
home
ShopnographyTM:
Pre & Post shop-alongs.
Understand purchase decisions and the
role of in-store influences through
accompanied shopping trips.
Selected Shopper Profiles

Key Focus on

Young Singles & Couples Mums with Kids 4 – 12 yrs

Aged 18 – 24
Single or married

Single or married
Kids between
without children 4 – 12 years old
Covered Channels

Hypermarkets/
Supermarkets

Pharmacies/
Drugstores

Provision Shops/
Mom & Pop Stores
Explored Categories
OTC Supplements & Treatments Health Food & Drinks

Supplements
Food

Vitamin/Energy Drinks/Heath Supplements
Cereal

Treatments
Beverages

Antiseptic Cream/Liquids
Milk

Analgesic/Painkillers
Health Food Drinks

Indigestion Remedies
Fruit Beverages

Medicated Skin Treatment
Cultured Milk Drinks

Rubs/Balms
Yoghurt Drinks

Petroleum Jellies

Cough Lozenges/Sweets
Not covered in Pharmacies due to low

Bandages & Dressings availability in certain markets

Beauty Snacks

Hair Care
Biscuits

Skin Care (Facial Care)
Crisps & Chips

Oral Care
Chocolate Products

Body Care
Candies & Sweets

Cosmetics
Chewing Gum

Bakery Snack Products

Not covered in Pharmacies due to low

availability in certain markets
Tracing the shopper’s Purchase Decision Journey

Eye on Asia – Retail

Need
• Takes a close look at the Asian
shopper’s Purchase Decision 1 Pre-PLANNING
Pre-PLANNING
Journey to understand:

2 CHOOSING
CHOOSING aa Store
Store
• Attitudes and behaviour across
different countries and shopping
WALKING
WALKING into
into the
the
channels 3 Store
Store

• Their needs, motivations and

aspirations while shopping for
4 VISITING
VISITING the
the AISLE
AISLE

specific categories
Getting
Getting the
the BRAND
BRAND in
in
5 the
the BASKET
BASKET
• Role of in-store communications Purchase
1. It’s not a store. It’s a school.
2. Two-thirds of final purchase choices are
made in-store.
3. We don’t
listen to what
the consumer
REALLY wants
4. 59% of all purchase decisions are made before
entering the store and these are NOT driven by
brand equity
5. People don’t like shopping with their kids
6. Advice is appreciated as long as the
staff’s approach is non-intrusive
7. Asian shoppers visit stores not just for products
but also for the experience.
 Indians claim to
spend an average
of 30% more than
8. The shopping budget is in the brand’s hand
their budgeted
amount each time
on non shopping
list items.
9. Almost half of the promotions done
in-store are wasted
10. Consumers only like promotions that make
them feel like a heroes
1. It’s not a store. It’s a school.

2. Two-thirds of final purchase choices are made in-store.

3. We don’t listen to what the consumer REALLY wants

THE EYE-SIGHTS
4. 59% of all purchase decisions are made before entering the store and
these are NOT driven by brand equity

5. People don’t like shopping with their kids

6. Advice is appreciated as long as the staff’s approach is non-intrusive

7. Asian shoppers visit stores not just for products but also for the
experience.

8. The shopping budget is in the brand’s hand

9. Almost half of the promotions done in-store are wasted

10. Consumers only like promotions that make them feel like a heroes
1. It’s not a store. It’s a school.
“KNOWLEDGE IS THE FOOD OF THE SOUL”
Plato, Greek philosopher
“I get to test, to taste, to ask, to
find out more.”

CONFESSIONS
“I can take my time to slowly read
the information, to make sure that I
get what I want. I can also compare
all the products before deciding.”
– Indian shopper

“All the products are here, so I can

compare and learn more about
this type of product. Comparing is
really easy here.”
– Chinese shopper
 DISCOVERIES
Comparison is not just about
price alone. Asians are closely
looking at product specifics and
other product information.

Shoppers need to feel

smarter when making
a choice.
 60% of Indian shoppers are spending an average of 25
minutes in store; browsing and comparing brands
LEVEL OF BROWSING CATEGORY

I selected my product quickly

DISCOVERIES
– just grabbed it and went

I spent a bit of time

comparing products before I
made my decision

I spent a lot of time browsing

many products before I made
my decision

Base: India respondents

Information drives choice.
 In stores, Asian shoppers are always looking to
increase their brand knowledge
Hyper/ Supermarkets Pharmacies Provision Shops

DISCOVERIES
Overall Asia
Developed
I was Emerging
actively searching for the best promo

I was actively looking for demos and advice

before I made the purchase

I was on the look-out for new and different

products when I was browsing

I was looking out for information in the store to

help me make my purchase

Base: All Respondents% Top 2 Box Agree

Indians take time to seek information about beauty
products because of higher usage-stakes

HEALTH SUPPLEMENTS/ MEDICAL TREATMENTS BEAUTY

DISCOVERIES
HEALTH/ NUTRITION FOODS & DRINKS SNACKS
 IMPLICATIONS
THE STORE ACTS AS A MEDIA CHANNEL FOR
INFORMATION

This is an opportunity for marketers to make available

information which consumers will use at the point of decision
making.

Different from mass media which brings the brand into the
consideration set.
2. Two-thirds of final purchase choices are
made in-store.
“When I see something new
offered by another brand, I try it.”
– Chinese shopper

CONFESSIONS
“I keep a brand in mind but I buy
the brand that gives me value as
this would help my family’s kitty.”
– Indian shopper

“I look around the store for what

intrigues me via
samples/posters. And if they seem
better, then I will purchase that.”
– Japanese shopper
 Two-thirds of final purchase choices are made
in-store, more so in Hypermarkets/Supermarkets

LEVEL OF CATEGORY PLANNING

DISCOVERIES
Before entering the store 52 64 66
After entering the store 48 36 34

LEVEL OF BRAND PRE-PLANNING

Hyper/Supermarkets Pharmacies Provision Shops

YES - I know exactly what

brand I wanted to buy

52 55 63
YES - Had more than one
brand in mind, but waited
to make f inal decision at
display 39
39
NO - Didn’t know at all 35
what brand I wanted until I
saw the display 9 7 3
Asia Asia Asia (Emerging Markets)

Total % choices 73% 65% 59%

made in-store

Base: All Respondents (Asia Level)

Indians are more sure than Asians about the brands they
want to buy
Before entering the store 79 86 84
After entering the store 21 14 16

LEVEL OF BRAND PRE-PLANNING

DISCOVERIES
Hyper/Supermarkets Pharmacies Provision Shops
Yes – I knew exactly what
brand I wanted to buy

Yes – I had more than one

brand in mind, but was
waiting to make the final
decision at the display

No – I didn’t know at all

what brand I wanted until I
saw the display

Total % 34 33 29

Base: India respondents

This behavior is also true for high involvement categories
like OTC & Beauty
At what stage did you decide to buy or look

DISCOVERIES
at the section in the store?

35% shoppers confessed to

buying an OTC brand
despite not having it on their
shopping lists.
 The factors that influence choice
Shopper choice is based on more than brands; product specifics, price
play an important role Main Reason
Total Reasons

DISCOVERIES
PURCHASE DECISION HIERARCHY

OTC Supplements &

Treatments Beauty Health Food & Drinks Snacks

Base: All Categories * Overall Level (All 3 Channels Combined) (Total Asia)
 IMPLICATIONS
EVEN PREFERRED BRANDS ARE CONSTANTLY VULNERABLE

Brands need to keep their consumers hooked with constant

information and innovative ideas/engagement

The choice factors differ within categories

3. We don’t
listen to what
the consumer
REALLY wants
 Asians spend an average of 37 minutes in-store

DISCOVERIES
Average Time In-Store
(in minutes)
Hypermarkets/ Supermarkets

Overall Australia Japan Korea China India Indonesia Vietnam Malaysia

Asia
52 35 39 65 65 36 83 49 64

Pharmacies

Overall Australia Japan Korea China India Indonesia Vietnam Malaysia

Asia
25 18 19 21 27 18 57 20 27

Provision Stores

Overall China India Indonesia Vietnam Malaysia

Asia
23 27 20 33 18 22

But what do they spend time on… Base: All Respondents

 “I like reading the ingredients
and product benefits before I
buy it” – India and Indonesia

CONFESSIONS
“When there are trial packs
available I always take one. I’ll
buy the product if I like it.
Saves money” - China
Different strokes for different folks!
Indians prefer on-pack information …
Chinese like trial packs…
Indonesians read leaflets/brochures

DISCOVERIES
Malays and Vietnamese enjoy product demos!
MOST HELPFUL IN-STORE COMMS

Overall
Asia Australia Japan Korea China India Indonesia Vietnam Malaysia
Trial packs 16 14 22 14 39 2 6 15 12
Product demonstration/ being able to try the product 13 6 7 20 13 2 4 21 21
Leaflets/ brochures about products 12 10 7 14 14 6 35 6 19
Information on the product packaging 11 15 3 9 1 36 10 10 7
Signs and posters giving product information 9 10 22 6 7 6 18 5 5
New/ special
MOST displayIN-STORE COMMS
HELPFUL 7 10 14 6 5 2 7 4 5
Advice from friends and family I shop with 6 2 5 8 7 14 9 3 4
In-store TV demonstrating product benefits 6 2 3 2 3 8 1 20 9
Advice from salesperson/ staff 5 1 2 9 2 12 3 6 2
Advice from healthcare professional 3 2 0 1 3 9 2 1 5
Information from pre-store research (e.g. online, catalogue) 3 4 1 6 4 0 0 1 0
Advice from storekeeper 1 0 0 1 2 4 2 4 0
Games, contests, and interactive events 1 1 2 1 0 0 2 5 0
Advice from Beautician 0 1 0 0 0 0 0 0 0

Hypermarkes/Supermarkets– Across Markets

Different engagement strategies for premium and regular products:
For example; a specialist MFD needs to educate with information while a flavour
launch would excite the palate with trial packs

Premium Products

DISCOVERIES
MOST HELPFUL IN-STORE COMMS: Regular Products
Health/ Nutrition Foods &
Drinks Snacks
Trial packs 10 14
15Trial packs 13
Leaflets/ brochures about products Leaflets/ brochures13
about products 10
10 13

Information on the product packaging Information on 9the11

product packaging 12
12
Product demonstration 8Product demonstration 8
12 11

Signs and posters giving product information

Signs and posters giving 21
product information 11
8 9

Advice from healthcare professional 2

Advice from healthcare professional 2
2 1

Advice from salesperson/ staff 4

Advice from salesperson/ staff 3
5 4

Advice from friends and family I shop with 7

Advice from friends and 12
10 family I shop with 9
In-store TV demonstrating product benefits 5
In-store TV demonstrating product benefits 5
7 6

New/ special display 11 special display

New/ 12
7 8
Advice from storekeeper 2 Advice from storekeeper 2
5 3

Information from pre-store research 3

Information from pre-store research 2
2 1

Games, contests, and interactive events 1 contests, and interactive events 0

Games,
1 1

Advice from Beautician Advice from Beautician

Base: All Respondents (Asia Level)

Expert advice is more important for premium medical
products while trial packs work for regular beauty
products
Premium Products

DISCOVERIES
MOST HELPFUL IN-STORE COMMS: Regular Products
Health Supplements/
REGULAR VS PREMIUM PRODUCTS
Medical Treatments Beauty
Trial packs 10 13
14 Trial packs 14
Leaflets/ brochures about products 11 about products
Leaflets/ brochures 10
12 12

Information on the product packaging Information 7on the11

product packaging 6
10
Product demonstration 6 Product demonstration 8
9 11

Signs and posters giving product information

Signs and posters giving 11
product information 11
8 10

Advice from healthcare professional 13 professional

Advice from8healthcare 5
4

Advice from salesperson/ staff 5

Advice 7
7 from salesperson/ staff 7

Advice from friends and family I shop with 8 and family I shop with
Advice from friends 7
7 8
In-store TV3demonstrating
In-store TV demonstrating product benefits 6 product benefits 6
7

New/ special display 9 New/ special display 8

5 6
Advice from storekeeper 3 Advice from storekeeper 3
3 3

Information from pre-store research 4

Information from pre-store research 7
2 4

Games, contests, and interactive events 0

Games, 1
2 contests, and interactive events 1

Advice from Beautician Advice from Beautician 5

1

Base: All Respondents (Asia Level)

 IMPLICATIONS
THERE IS A SCIENCE BEHIND EFFECTIVE RETAIL
ENGAGEMENT
Depending upon the country /category the brand can choose the
most effective means of engagement for itself

For example, expert advice adds value to medical and health

categories and information posters work for brands in the regular
beauty products range
Not just 10 eye-sights. But 20 more to go.

Not just a communication plan. But a retail plan.

Not just learnings. But winning strategies.

Thank You
4. 59% of all purchase decisions are made before
entering the store and these are NOT driven by
brand equity
“I save and carefully select the
coupons so that I can get the
maximum discount” - Vietnam

CONFESSIONS
“I always check the store
catalogue for new products” –
Australia, China and Malaysia

“I look in the paper for those

big discount ads” – India
Choice begins before entering the store; brands need to be
present in the right place

DISCOVERIES
 IMPLICATIONS
INDIAN RETAIL HAS AN OPPORTUNITY TO EXTEND BEYOND
THE PHYSICAL SPACE
Discount coupons and store catalogues are methods effective in
other Asian countries and hitherto not present in India
5. People don’t like shopping with their kids
 “I feel stressed when my
husband & kids come along
as I can’t

CONFESSIONS
focus” – India

“My kids will pull to the toy

section and we will waste a lot
of time
there” – Malaysia
54% Indians prefer shopping alone

DISCOVERIES
Shopping accompaniment TOTAL AUSTRALIA CHINA JAPAN KOREA India Indonesia Vietnam Malaysia
Alone 41 38 32 48 28 54 16 51 48
Spouse/ Partner 37 25 49 24 32 37 39 43 51
Other adults (17-24 years) 14 9 18 6 17 6 16 19 25
Other adults (25-54 years) 20 8 29 17 31 7 22 23 16
Other adults (54+ years) 7 3 9 8 10 1 0 16 4
Child(ren) 0-3 years 5 8 2 10 4 0 6 10 3
Child(ren) 4-7 years 16 14 19 15 14 8 33 13 19
Child(ren) 8-12 years 13 16 8 18 12 9 18 3 19
Child(ren) 13-16 years 4 8 0 5 3 1 0 1 9
Walk in as a family BUT Shop & browse alone !

Shopping alone has merits relating to

freedom and self enjoyment
– “Though he comes with me, when we
get to the super, he would go
somewhere else to buy his stuff and it is
good this way. Gives me more time to
comfortably shop”
• Indian Shopper
 IMPLICATIONS
RETAIL STORES CAN MAKE SHOPPERS MORE EFFECTIVE

There is an opportunity for kids brands to create play-sections and

therefore create empathy with the mother
6. Advice is appreciated as long as the
staff’s approach is non-intrusive
“Advice is judged by results,
not by intentions”
Marcus Tullius Cicero; Roman Philosopher
 CONFESSIONS
Asian shoppers prefer to make
their own choices, reassured by
the fact that assistance is around
if they need it.
 Over 77% of shoppers seek assurance rather than invasive
assistants

DISCOVERIES
LEVEL OF ADVICE Hypermarkets/Supermarkets Pharmacies Provision Shops
SEEKING

5 8
13

I actively seek advice

58 52
I pref er to make my own choices 53
but will ask if I need any
inf ormation
I don’t tend to seek advice but am
open if approached
21 27
24
I don’t tend to seek advice and do
not want to be approached
16 12
11

Asia Asia Asia (Emerging)

65% of Indian shoppers seek assurance rather than invasive assistants

Base: All Respondents

 In Provision Shops, advice from the shop owner
sought only when
“I usually take whatever the store
keeper suggests if my preferred

DISCOVERIES
brand is not available.”
- Indian shopper

– Preferred products are not available

“Health supplements are always

confusing and I ask the promoter
about the goodness before
deciding to buy.”
– Chinese shopper

– The information about the product

is different

Source: Qualitative
While advice is key for Indians; packaging is as important
MOST HELPFUL IN-STORE COMMUNICATIONS: REGULAR VS PREMIUM PRODUCTS

HEALTH SUPPLEMENTS/
BEAUTY
MEDICAL TREATMENTS
Regular products

DISCOVERIES
Premium products

Base: India respondents

In Pharmacies, advice is more sought after in
emerging markets than developed ones

DISCOVERIES
India:
• Expert guidance is sought.
– Advisors wear a white uniform, which
makes them look more professional.
Thus, shoppers feel comfortable
asking for information.

• The small spaces in pharmacies

make browsing inconvenient, so
shoppers depend on store assistants
to get what they want.
 IMPLICATIONS
AT THE CRITICAL PURCHASE MOMENT, THE STORE KEEPER
IS THE BRAND AMBASSADOR

For shop assistants, visibility is key – they should be there

when the customer needs to ask questions.
7. Asian shoppers visit stores not just for products
but also for the experience.
“I enjoy shopping. You can see
different things in the market.”
– Indian shopper

CONFESSIONS
“It’s de-stressing as you get to
forget about work and enjoy your
own time strolling around in the
shopping mall.”
– Malaysian shopper
While shopping for

DISCOVERIES
products consumers are
also buying fun,
relaxation, new news and
adventure
This isn’t just true for hyper-
markets & super-markets
Asians love experience-
shopping; where-ever it
may be

Base: All Respondents

 In Hypermarkets/Supermarkets, the novelty of experiences
makes shopper moods more positive in China and Indonesia, as
compared to developed markets like Japan and Australia
MOODS IN STORE

Overall Australia Japan Korea China India Indonesia Vietnam Malaysia

Positives (NETT) 85 64 74 86 94 98 97 94 86
Fun 48 14 49 56 42 71 68 59 42
Relaxed 39 39 19 35 59 26 80 25 57
Happy 38 25 16 21 53 70 81 32 42
Excited 23 12 7 21 40 31 37 32 17
Open to something
new 23 15 25 30 29 17 33 16 21
Adventurous 22 10 3 24 40 69 18 1 11

Negatives (NETT) 20 26 12 25 15 19 17 18 23
Monotonous 8 11 2 9 6 5 5 5 20
Rushed 6 11 6 9 5 2 3 4 2
Confused 5 1 3 10 4 4 10 7 4
Bored 4 6 0 3 7 4 3 2 3
Irritated 3 3 1 2 2 9 6 4 0

Hypermarkets/Supermarkets – Across Markets Base: All Respondents

 Provision Shops are not far behind; Indians find the
experience adventurous
MOODS IN STORE

Overall China India Indonesia Vietnam Malaysia

Positives (NETT) 86 91 99 93 74 76
Fun 48 48 63 50 49 32
Relaxed 42 56 39 70 6 52
Happy 45 48 65 66 17 38
Excited 25 30 30 33 22 12
Open to something
new 20 20 20 34 8 25
Adventurous 27 35 68 13 2 6

Negatives (NETT) 27 22 24 26 28 32
Monotonous 12 11 4 6 9 25
Rushed 8 11 5 10 5 10
Confused 5 2 6 14 8 2
Bored 4 2 4 4 8 3
Irritated 4 2 9 4 5 0

Base: All Respondents

Provision Shops – Across Markets
 For emerging markets, promotions and the in-store Overall Asia
Developed
environment are the key traffic drivers Emerging

STORE DRIVERS Hyper/Supermarkets Pharmacies Provision Stores

(TOTAL)

Base: All Respondents

 IMPLICATIONS
CONSUMERS REMEMBER BRANDS THAT MAKE THEM FEEL
SPECIAL

Consumers are looking out for experiences and

brands need to create them

Hypermarkets/Supermarkets have the best

opportunities to engage with shoppers, especially in
emerging markets
 Indians claim to
spend an average
of 30% more than
8. The shopping budget is in the brand’s hand
their budgeted
amount each time
on non shopping
list items.
“If there are anything else that is
interesting, I may spend a little
more even provided it is of good

CONFESSIONS
value.” – India

“I do not much care about

how much I spend in the
Watsons, since I enjoy the
shopping experiences and I
don’t think it will cost much
money there.” – Single
China
 Indians claim to spend an
average of 30% more than
their budgeted amount
each time on non
shopping list items.

Budgets are based on a

rough ceiling (based on
the amount spent on
regular trips)
China average : RMB100 –
200
Malaysia average : RM100 –
200
35% of the categories are planned for only after entering the
store

LEVEL OF CATEGORY PRE-

PLANNING

DISCOVERIES
Base: All Categories * Overall Level (All 3 Channels Combined) (Total Asia)
 IMPLICATIONS
BRANDS CAN MAKE THEIR WAY INTO THE
CONSIDERATION SET DEPENDING ON THEIR IN-STORE
STRATEGIES

The retail channel deserves to be treated as a

brand-development channel in its own right
9. Almost half of the promotions done
in-store are wasted
“I avoid brands that give me free
gifts of their cheaper stuff. No
sincerity.”
– Malaysian shopper

CONFESSIONS
“I don’t look for promotions
because most of my shopping is
routine.”
- Indian shopper
62% of Asian shoppers do not buy products on
promotion. Among those who do, 40% are not
influenced by the promotion

DISCOVERIES
Referring to the products you And how much of an influence did the
bought in this category, were they promotion have on your decision to
on promotion? purchase?
 Consumers like promotions but they will not buy unless
convinced
35

DISCOVERIES
39 40 38

Yes 65 61 60 62
BOUGHT ON PROMO?

No
Health Beauty Health/ nutrition Snacks
supplements/ foods & drinks
medical
treatments

57 62 60 61
WAS PROMO A DRIVER
FOR PURCHASE?

43 38 41 39

I bought the product because it was on promotion

I would have bought the product anyway – even if it wasn’t on promotion
Base: All Categories * Overall Level (All 3 Channels Combined) (Total Asia)
 Over 50% of shoppers in emerging markets don’t look for
promotions as they buy the same brand every time Overall Asia
Developed
Emerging

DISCOVERIES
VIEWS ON PROMOTIONS Hyper/Supermarkets Pharmacies Provision Shops

If a well-known brand is often on promo,

I tend to doubt its quality

I don’t look for promos as I prefer to buy the

same brands and products all the time

I don’t look for promos as I find that with

promos the shelves are often empty

Base: All Respondents % Agree

 In OTC Supplements/Treatments and Beauty,
having frequent promotions harms brand equity
VIEWS ON PROMOTIONS

DISCOVERIES
OTC Supplements & Health Food &
Treatments Beauty Drinks Snacks

Base: All Categories * Overall Level (All 3 Channels Combined) (Total Asia)
 Indians & Indonesians don’t look for Vietnamese and
promotions because they buy the same Malaysians tend to distrust
brands everytime brands which are on
promotion often

DISCOVERIES
Indians may seem like loyalists; but the exploding beauty
category proves that given incentive they are willing to switch

DISCOVERIES
BOUGHT ON PROMO?

WAS PROMO A DRIVER

FOR PURCHASE?

Base: India respondents

In India, promotions that offer free packs make
consumers feel like they are over-indulging

DISCOVERIES
Because shoppers are more focused on buying
a specific pack size and brand
 IMPLICATIONS
CONSUMERS NEED TO BE CONVINCED THAT THE
PROMOTION IS FOR THEIR BENEFIT AND NOT THE
MARKETERS

Choose quality over quantity

Promotions should be positioned to create a

feeling of profitability for consumers, not simply to
reward shoppers
10. Consumers only like promotions that make
them feel like a heroes
“I feel like it’s a victory when I

CONFESSIONS
see how much I’ve saved”

Consumers feel proud when they

shop within budget and that can
dictate shopping behavior in
emerging markets
 20% discount on price the most attractive promotion for all Asians
except India
TOTA AUSTRALI
Promo CHINA JAPAN KOREA India Indonesia Vietnam Malaysia
L A
20% price discount 16 21 13 25 15 8 18 15 16
20% extra product free for the regular price 7 3 5 4 5 8 5 11 10
Buy two packs get one free 9 10 7 5 9 10 11 10 11
Buy one and get a different product free 8 7 11 5 15 5 8 9 3
Free gifts 5 5 8 2 5 3 8 4 6
Coupons – cut out from newspaper/
1 0 3 2 1 1 0 1 1
magazine and get discount
Competition/ contest 0 1 0 0 0 0 0 0 0
None of the above 3 2 1 2 1 16 0 1 3

“Actually 20% is only about 60 sens, but

by saying that you think it is a lot” -
Malaysia
 Buy two get one free a sure winner in India!
Specially true for F&B and Snacks

HEALTH/
HEALTH SUPPLEMENTS/
Promo TOTAL BEAUTY NUTRITION FOODS SNACKS
MEDICAL TREATMENTS
& DRINKS
20% price discount 16 18 14 15 15

DISCOVERIES
20% extra product free for the regular price 16 19 18 11 11
Buy two packs get one free 19 15 18 21 25
Buy one and get a different product free 11 7 10 18 10
Free gifts 6 5 5 6 6
Coupons – cut out from newspaper/
1 1 2 2 0
magazine and get discount
Competition/ contest 1 1 1 1 0
None of the above 32 34 32 25 33

“It is a good price for something that I had

wanted to buy anyway. So I feel nice
about it” India
 IMPLICATIONS
CONSUMERS NEED TO FEEL AS IF THEY HAVE
EARNED/DISCOVERED A ‘DEAL’ FOR THEM TO BE
INTERESTED IN PROMOTIONS