WP 6 Work Package - Summary on progress which. has been made. Shop Check. Hana Baronijan. Budva, 14 th of October 2009

Transcription

1 WP 6 Work Package - Summary on progress which has been made Shop Check Hana Baronijan Budva, 14 th of October

2 Chronological overview Text Activity 6.1 in DOW: Definition of the scope of the research and preliminary work Shop check: For each product, data will be collected about commercial name, products characteristics, the firm and the product s origin. Shop check will result in an almost exhaustive firm s identification and in a good visualisation of the different products present on the market. Exploratory check: the main aim: To have the first overview of products with nutrition and health claims available in the shelves of hypermarkets. (D4.1, page 82) Exploratory shop check was done in all countries by Focus Balkans partner during summer Data gathered in exploratory shop check were sent to SMMRI The main shop check is still in progress NOW

3 Exploratory Shop check The main families of products chosen for shop check are those in which agrofood processors have developed functional foods until now : Dairy products (Milk, yoghurts) Fats (margarine) Fruit juice General Health food, mainly including cereals products And dietetic food products, (for some selected products like jam and biscuits). Used questionnaire sheet Exploratory shop check was done in the following hypermarkets in all 6 countries: In Serbia: Mercator, Delta Maxi, Rodic, Tempo, Super Vero and Metro In Macedonia: Ramstore, Tinex and Vero In Bosnia: Delta Maxi In Montenegro: Voli In Croatia: Mercator and Konzum 3 In Slovenia

4 Exploratory Shop check Exploratory check was valuable - it gave the first insights and saved us a lot of time! We thank all the partners for their efforts! On the other hand, a lot of information made a lot of confusion too! Brand, product and producer were mixed up, Claims, specific content and remarks were mixed up Totally different information for the same brands in different countries Look at this packaging although it seems easy can you be sure what is what?????? 4?

5 Main Shop check So, firstly, we had to unify the info from the shop checks gathered in different countries. For that propose we made the following steps: 1. We made one dataset (SPSS file) with all products from different countries and made coding system for all product characteristics 2. The unit in this dataset is sub-brand defined as brand+claim (if one brand has different claims all these sub-brands are separately entered in the dataset, for example: Fit yoghurt (claim: 0% fat), and Fit yoghurt effect (claim: 0% fat, added Q10 and L-carnitin) 3. All sub-brands were checked on the web sites of producers and mistakes were revised 5

6 Example Fit Yoghurt Effect Secondly, based on experience from exploratory SC we made a very detailed and strict instruction for interviewers. Also the example (confirmed by BEL) was given in advance. CLAIM (the text which explains product specificity) BRAND (there is also FIT YOGHURT, it is important to write the whole brand name FIT JOGURT EFFECT) REMARKS (how the claim communicates with the consumer, in this case it is the picture of with girl) PRODUCT DENOTATION (the main information specific for this article) SPECIFIC CONTENT (fat content, q10 etc, or if there is 0% of some ingredient,; only that what makes this product specific) 6

7 Main Shop check Thirdly, we started the shop check in Serbia, but the volume of job was too big! The WP6 leader requested that the data in shop check have to be conducted on the level of articles (or SKUs) that is, information about type of packages and prices as well We started to do work in Serbia in this way, but the interviewer stayed 10 days just in one hypermarket (Mercator in Serbia) and he wrote more than 500 articles! It was obvious that the work needs to be optimized before we start with the shop check in other 5 countries So we made the following rationalizations: Not to gain information on the level of articles but on the level of subbrands (and only to write the number of different packages and the price for 1l/1kg packaging) Instead of visiting 3 to 5 hypermarkets and 2 specialized shops we agreed to visit 1 hypermarket and 1 specialized shop per country. 7

8 Next steps Now, we are merging the data gathered in Serbia with the ones from exploratory shop check. At the end of this week we will start with shop checks in other 5 countries. Planned hypermarkets: Slovenia: Mercator Croatia: Konzum Bosnia: Interex Serbia: Rodic/Mercator (already done) Montenegro: Delta Maxi Macedonia: Vero Remaining challenges: Since the interviewers need to stay long in shop (due to very detailed info) we need formal permission to do shop check, but still we can not provide it in all countries in Slovenia, for example, only Mercator is willing to participate, but still we did not get official permission from them in Bosnia we still can not get permission to do shop check in any hypermarket All distributers are very sensitive to price checking 8

9 Revised timing Fieldwork in 5 countries and entering the data in SPSS database: 19 th 28 th October Data base cleaning and results checking SMMRI Belgrade: 29 th October 4 th November Sending data file to BEL 5 th November 9