Consumer Behaviors and Toilet Paper Brand Preferences During the Pandemic, Lecture notes of Behavioural Science

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December 13

th

Panic buys — 23 behaviors behind

the toilet paper shortages.

The research goals.

• Identify toilet paper brand awareness.
• Find out how toilet paper purchases

have changed since lockdowns ended.

• Determine if people stayed with their

original brands during the lockdowns?

• See if consumers bought a new toilet

paper brand in lockdowns — did they

keep a new brand, or return to original?

• MFour used Surveys On The Go® to identify

consumers leaving Costco.

• Buyers who’d purchased household essentials

while at Costco, were surveyed for feedback.

Methodology overview.

Sample.

• n=185.
• 18 - 64 years of age.
• Natural fallout on gender, ethnicity and

other demos.

• 12/6 to 12/10, 2021.

Time frame.

Do you have a stockpile at home from

when the pandemic started?

Stockpiling was a way to deal with their anxiety.

Base: 113 Base: 113

How long did your pandemic stockpile last?

A week A couple of

weeks

A month A couple of

months

A year or

more

I still have

some

Yes, 43%

No, 57%

Yes, 59%

No, 41%

And, the truth is, they’re still scared of shortages.

Base: 185

Do you think a toilet paper shortage

will ever return?

Base: 185

What shortage do you think we'll have next?

Yes, 48%

No, 52%

Yes, 87%

No, 13%

Were you willing to buy a different brand,

or type than you usually do?

And, it changed their brand of toilet paper.

Base: 185

Did you change toilet paper brands during

the pandemic?

Base: 185

Buy as needed

Keep a stockpile at home

Do you keep a stockpile of toilet paper at

home, or buy it as needed?

Now, two years later, consumers are still stockpiling.

Base: 185 Base: 113

You said you have a stockpile at home, is it leftover

from when the pandemic started?

Yes, 43%

No, 57%

But, they’re loyal again, so brands should get out there.

35%—Friend/Family.

14%—mobile ads.

11%—TV ads/other.

Have you gone back to your original brand?

Base: 88

Base: 185

Yes, 85%

No, 15%

Take a look, which brand(s) do you have right now?

Charmin Scott

Tissue

Angel Soft Cottonelle Kirkland Store

brand

Quilted

Northern

It's easy Better deals in-

store

I buy it when I see

it

I don't shop online

much

Are you more likely to buy toilet paper in-

store, or online?

Here’s where they buy their toilet paper, and why.

Base: 185 Base: 153

You're more likely to buy toilet paper in-store, why?

In-store

Both

About MFour.

MFour introduced Surveys On The Go® in 2011.

As the nation’s largest, highest-rated consumer

panel, it tracks 10 million daily consumer journeys.

Clients use our panel to speak with any buyers they

want—in-store, online, or on an app.

The result? Accurate data based on consumers’

actions: and context on why they made them.

MFour tracks 10 million daily consumer

journeys through our app Surveys On The Go®.

We GeoValidate® 12.5 million U.S. locations.

Consumers who enter a GeoValidated® retail

site are verified as having visited that location.

As they exit your store, shoppers are instantly

pushed a survey via the Surveys On The Go®

app. You get Point of Emotion® insights.

Brick & Mortar.