GfK' Growth from Knowledge

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GfK Polonia Instytut badania Opinii ul.
Smulikowskiego 4 00-389 Warszawa Phone (022) 434
10 00 Fax [phone] E-mail firma_at_gfk.pl
member of ESOMAR
Any quotation of the results of this study is
only possible with proper mentioning the name
"SHOPPING MONITOR" and the name of GfK Group as
author. Any publishing of the results of the
study outside the client's company is possible
only when approved by the authors.
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INITIAL INFORMATION
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• SHOPPING MONITOR 2004/2005
• delivers information, which can be helpful in
  marketing of modern distribution chain
• shows changes among Polish consumers shopping
  habits over 6 years
• define most important features which influence
  consumer decision
• describes consumer satisfaction level of
  particular type of store and retail chains in
  reference to many characteristic
• shows type of stores where respondents spend
  most of their money on food, frequency and
  reasons for buying there
• it contains data describing popularity and the
  way of perceiving particular retail chains among
  polish consumers
• Shows the evaluation of particular retail
  chains according to criteria influencing purchase
  decisions
• shows the frequency and the kind of shopping
  done in particular retail chain
• tells about private labels and leaflets
• contains information about place and frequency
  of buying many types of food and non- food
  products

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INITIAL INFORMATION
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• SHOPPING MONITOR 2004/ 2005 has been conducted
  since year 1999. This is the 7th wave of this
  study, which enables the trends analysis
• SHOPPING MONITOR study, carried out by GfK
  Polonia, is part of big international project
  called SHOPPING MONITOR CEE which is
  simultaneously conducted by many countries of
  East and Central Europe, like the Czech
  Republic, Hungary, Romania, Russia, Slovakia,
  Ukraine.

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METHODOLOGY
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• The SHOPPING MONITOR study was carried out as
  an Omnibus study
• Omnibus is conducted with representative random
  address sample of Polish population aged fifteen
  and over
• The respondents addresses are selected using a
  method of stratified multistage computer sampling
  from the address lists of the Dep. Rej.
  Panstwowych Lacznosci i Informatyki MSWiA (former
  PESEL). The following characteristics have been
  taken into consideration for the addresses
  drawing region of Poland as a place of living
  (Poland was divided into 9 regions - the map has
  been enclosed with the report), size of the
  locality, age and sex of the respondent.
• The target person were those, who are
  responsible in the HH for shopping
• The basis of the Table is N800.
• Data are collecting by direct face-to-face
  interview witch with persons responsible for
  doing the shopping in the household

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QUESTIONNAIRE
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• The aim of the research was to obtain information
  about habits of persons who do the shopping of
  the articles of daily use in the household. The
  questionnaire included, among other things,
  questions about
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• SHOPPING CONDITIONS importance of particular
  factors for food shopping and satisfaction with
  the main shopping place (niches gaps analyses -
  both for whole market and particular shops)
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• PREFERRED TYPES OF STORE the main shopping
  place for food (place where respondents spend
  most money on food), reasons for preferring
  particular type of the store, the share of
  respondents shopping individual assortment
  categories, frequency of buying and the main
  shopping place for particular assortment
  categories
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• CHOICE OF A PARTICULAR CHAIN AS THE MAIN SHOPPING
  PLACE
• development of preferences of particular chains
  when choosing the main shopping place
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• AWARENESS AND BUYING IN PARTICULAR CHAINS
  Awareness of retail chains (spontaneous, aided),
  buying in particular chains
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• CONSUMER ASSESSMENT OF PARTICULAR CHAINS
• The evaluation of stores according to individual
  factors price level, Food/chemists assortment
  width, quality of shopping environment, freshness
  and quality of goods, accessibility and
  willingness of personnel, non-food assortment
  width of the store, Assortment width and quality
  of fresh fruits and vegetables, assortment width
  and quality of fresh bakery products, assortment
  width and quality of meat and meat products,
  quick clearance in cashiers, no queues, good
  orientation in the store, visible price tags
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• SELECTED ASPECTS OF SHOPPING BEHAVIOUR awareness
  and buying of private labels, receiving leaflets
  from retail chains, using a car for food
  shopping, buying in shopping malls, impulse vs.
  planed shopping
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• SHOPPING OF PARTICULAR NON-FOOD ASSORTMENTS
  frequency of buying and the main shopping place
  of particular non-food assortments

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RETAIL CHAINS WHERE RESPONDENTS SHOP MOST OFTEN
-trend Base all, in , part IRESULTS SAMPLE
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PRICE
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• The price of the full report SHOPPING MONITOR
  2004/2005 amounts 1 100 EURO 22 VAT
• The price includes the report (Power Point
  presentation) in Polish and English on CD
• There is a possibility to order
• only chosen parts of the report as well as
  additional analysis (for the exclusive rights of
  the Client) the price is negotiated
  individually.
• traditional hard copy report additional fee
  100 EURO per each hard copy

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Standards of Quality

• Standards of Quality Assurance in the GfK Polonia
• Each GfK Polonia research project is carried out
  jointly by a team of specialist from different
  departments of our company. This structure allows
  for multi-step quality control of data collection
  and analysis. The employees of all departments
  exchange knowledge and experience and participate
  in training organized by GfK Group (GfK Academy).
• GfK Polonia holds ISO 9001 Quality Certificate in
  the scope of market research (Certifying
  organization Polskie Centrum Badan i
  Certyfikacji). Our company was one of the first
  market research companies in Poland to obtain the
  ISO Certificate.
• GfK Polonia representatives are members of ESOMAR
  (World Association of Opinion and Marketing
  Research Professionals), an international
  organization safeguarding diligence and
  methodological correctness of the associated
  research agencies.
• GfK Polonia is a founder member of OFBOR (Public
  Opinion and Market Research Companies
  Organization). One of the main objectives of
  OFBOR is to define and promote professional
  stands in public opinion and market research as
  well as to create the conditions for independent
  and objective evaluation of conforming to those
  standards.
• GfK Polonia is a co-founder of PKJPA
  (Interviewers Quality Control Program) and holds
  PKJPA certificates. The program was created on
  initiative of OFBOR. It is designed to set
  quality standards for the Fieldwork Section, the
  network of interviewers, interviewers and
  coordinators recruitment process, their training,
  supervision, and work, as well as to control
  their work. The member companies are obliged to
  conform to those standards in each research
  project they carry out.
• GfK Polonia underwent a successful audit carried
  out by CESP (Centre dEtude des Supports de
  Publicite), an independent French institute.
  After carrying out numerous control procedures,
  CESP assess quality of GfK Polonia research
  processes as satisfactory. All the research
  processes were evaluated.
• In 2002, GfK Polonia was awarded Best Practice
  Award. The award is granted by GfK Group for
  best achievements in the field of market research
  based on innovative methodology

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Project Specific Quality Assurances
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Project Specific Quality Assurances Quality
control includes all stages of research research
tools control, quality control of data entering,
logical control of data sets, result tables
control. We pay particular attention to the
quality control of the research tools. Before a
project is launched, the research tools are
meticulously assessed by the qualified staff from
the departments administering the research.
Moreover, each research tool is tested in a pilot
research prior to launching the project The
chart below represents a single research-project
quality control process
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Why GfK POLONIA?

• The answer is simple Because our company
  philosophy assures successful market research!
• Companies must make decisions, decisions are
  based on research.
• Our Business Information Services supply the
  knowledge needed by industry, commerce, the
  service sector and the media to reach their
  marketing decisions. This GfK philosophy
  comprises the following important principles
  among others
• Answers to your questions Our research is
  directed at information based consulting and
  the implementation of the research findings in
  your business.
• Pool of experience Our project teams combine
  market experience, methodological competence and
  international expertise.
• High quality The development of a proper study
  design and consistent high quality standards, on
  a national as well as an international level, are
  elementary for us.
• Innovation Sophisticated tools such as GfK
  AdVantage, GfK TARGETPOSITI-ONING, GfK Loyalty
  Plus and GfKPRICE CHALLENGER make it possible to
  apply innovative research methods worldwide.
• Global 24-hour business around the globe,
  provided by 140 subsidiaries and partners in 51
  countries in 5 continents. This international
  network guarantees the same high quality and the
  same research standards in all countries

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GFK POLONIA
GfK Polonia Institute, established in 1990 is a
Polish branch of an international group of
research companies working under the common name
of GfK. Presently 120 agencies and affiliated
companies, i.e. companies in which GfK Group has
shares, use its name. They operate in over 50
countries on six continents, employing 5100
people. Their joint turnover was 672 million Euro
in 2004 (2003 595 million Euro, 2002 559
million Euro, 2001 536 million Euro), what
placed the company at the 5th position in the
world ranking of research centers and 3rd in
Europe. GfK Polonia is a research centre which
provides comprehensive data concerning Polish
consumer goods and services market. Thanks to
this data companies operating on the market get
to know the customs, behaviors and preferences of
their consumers. GfK Polonia carries out for its
clients all types of marketing researches and
opinion pools. We use whole our knowledge of
Polish market and know-how of all GfK Group
international holding company, which GfK Polonia
is a part of. GfK Polonia is ranked No. 3 among
Polish market research agencies. In 2004 had a
turnover of 38,6 million zloty (in 2003 34
million zloty, in 2002 28.6 million zloty, in
2001 27,1 million zloty). Depending on the type
of carried out researches, GfK Group is leader or
vice-leader in Central and East Europe. The
developed, complex, contemporary markets force
entities operating there to constantly observe
and analyze the processes taking place. This in
turn results in the constantly growing
expectations towards research firms. To satisfy
the high requirements of its Clients GfK Polonia
has to continuously expand its offer by
introducing new research methods and modifying
the existing ones. The ways of presenting
gathered data have also changed. The GfK Polonia
Institute, as one of the few research firms on
the Polish market, offers a complete set of
research tools making it possible to examine a
product or a service at every stage of its market
life. GfK Polonia obeys restrictive standards and
is directed by ethics norms formulated and listed
in ESOMAR code European Society of Opinion and
Marketing Research Professionals. GfK Polonia has
a certificate ISO 9001 in a field of market
researches (issued by Polish Centre of
Researches and Certification) as a one of two
market research companies working on polish
market. is a co-founder of PKJPA (Interviewers
Quality Control Program) and holds PKJPA
certificates.
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General Terms of Business

• This offer is valid for three months from the day
  it was made on
• Client has a right to use and process results of
  the study only for internal use
• GfK Polonia reserves the right to pass on the
  results to third parties, to process and
  distribute them without any consent of the Client
  
• The results of the study can be published only
  with the consent of GfK Polonia and with
  information about the data source
• Payments of the invoices are due within 14 days.
• GfK Polonia guarantees anonymousness to the
  respondents. Exceptions to this rule require
  additional agreements and an individual consent
  of each respondent.
• GfK Polonia assures that all the secret
  information obtained through the research process
  will be used solely for the sake of that
  particular research.