Shopper Marketing - January 2016 - 43


Fortunately, we also asked the participants
to explain their answers. In return, we received
a plethora of pithy, sometimes emotional comments. With some minor editing, we present
many of those responses on the following pages - alongside complete survey results and
analysis from our editors.

But it was two questions we asked about
Walmart specifically that really grabbed our
attention when the editors met in early November to discuss the results. We had asked
just how much impact two recent statements/
policy changes from Walmart were having on
the manufacturers.

FOR ALL CHARTS

In mid-October 2015, several thousand U.S.based CPG marketing executives were emailed
a questionnaire to be completed online. The
names were drawn from Shopper Marketing
magazine subscription and Path to Purchase
Institute membership lists, with an emphasis on
those with director, manager or senior executive titles.
From those emailings, 196 CPG marketing
executives submitted full or partially completed
surveys, with 121 filling out the questionnaire
completely. Each respondent was entered into
a drawing for an Apple Watch Sport, which was
awarded to Susan Barkalow of Mars Chocolate.
The data was compiled and cross-tabulated by
Irwin Broh & Associates, Des Plaines, Illinois.

Respondents: Consumer product marketing executives. Please source all charts to: the Path to
Purchase Institute/Shopper Marketing magazine.

2016

SURVEY METHODOLOGY

SPECIAL NOTES
n

n

n

The Packaged Food & Beverage category includes packaged food, beverages, candy, beer,
wine and liquor.
The Packaged Non-Food category includes
household items, pet food, personal care,
cosmetics and OTC drugs.
The Specialty category includes consumer
electronics, sporting goods, appliances, hardware, auto, apparel, footwear and office supplies.

JANUARY 2016 SHOPPER MARKETING y

43



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
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Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
Shopper Marketing - January 2016 - 44
Shopper Marketing - January 2016 - 45
Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
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Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
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Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
Shopper Marketing - January 2016 - 61
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Shopper Marketing - January 2016 - 63
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Shopper Marketing - January 2016 - 142
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