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

Insights from a survey conducted by MFour using their Surveys On The Go® platform, focusing on consumers' toilet paper purchasing behaviors during the pandemic. The research aims to identify brand awareness, changes in purchasing patterns, and the reasons behind these shifts. The sample consisted of 185 respondents, aged 18-64, and the data was collected between December 6th and 10th, 2021.

What you will learn

  • What percentage of consumers stocked up on toilet paper when lockdowns started?
  • What percentage of consumers think a toilet paper shortage will return?
  • What percentage of consumers changed where they buy toilet paper during the pandemic?
  • How long did the pandemic stockpile last for most consumers?
  • What percentage of consumers ran out of toilet paper during the pandemic?

Typology: Lecture notes

2021/2022

Uploaded on 09/12/2022

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ryangosling 🇺🇸

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December 13th, 2021
Panic buys 23 behaviors behind
the toilet paper shortages.
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Download Consumer Behaviors and Toilet Paper Brand Preferences During the Pandemic and more Lecture notes Behavioural Science in PDF only on Docsity!

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.