SHOPPER360 is an ideal research solution for categories that attract habitual purchasing, ‘restocking’ behaviour or low-involvement shopping.
Most household shopping is done without conscious engagement. The average shopper only has a repertoire of around 500 SKUs at home. Many supermarkets stock 20,000 to 50,000 SKUs.
It’s an overwhelming choice and shoppers cannot make considered decisions about every purchase. While the unconscious brain is capable of processing 10 million pieces of information a second, the conscious brain processes up to 40 per second — and that’s using all the senses, not just sight.
So, for around 85 per cent of their shopping, shoppers switch to autopilot mode, which is led by System 1 decision-making. An unconscious filter deselects everything outside their established purchasing pattern, directing them to products they buy regularly.
They only switch to System 2 thinking when selecting something that requires more thought, such as special ingredients for a new recipe or products in an unfamiliar category.