TRM NOVEMBER 2017 Syndicated Trade Readership Monitor - report
Nielsen Sales Effectivenes November 2017
INFORMATION SOURCES THAT HELP YOU DECIDE ABOUT SUPPLIES TO YOUR STORE – TRADE PRESS VS. OTHER MEDIA TRM 2017, weighted data
Q. Which of the following sources help you make decisions about supplies to your store? Total stores in Poland – receiving trade press N=815
Trade press
32%
Leaflets / Store flyers
20%
TV Internet Daily press
17% 10% 9%
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THE PREFERRED EDITION OF PORADNIK HANDLOWCA Q. What type of publication of „Poradnik Handlowca” magazine would you like to receive? Total stores in Poland N=1012
76%
Paper edition by post
Hard to say
Digital edition by email
16%
10%
NOTICE: In this multiple choice question, in which the percentage does not add up to 100%, responders had been given an option to choose both paper and digital publication. Some people indicated willingness to receive both versions, however the majority of participants favors the printed paper publication. Bartłomiej Strączak Client Business Partner Sales Effectiveness Nielsen Polska
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USEFUL SECTIONS OF TRADE PRESS Q. Which sections of trade press are most useful in your work? Total stores in Poland N=1012
New products info
29%
Section 2
15%
Advertisement
15%
Section 3
13%
Section 4
11%
Section 5
10%
Section 6 Section 7
8% 2% 4
REACH OF MAGAZINES
Orange color marks results for small format stores
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REACH OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Which of the magazines presented on the cards reach your store? Total stores in Poland – receiving trade press N=815
Total stores in Poland N=1012
44% Handel
28%
Wiadomości Handlowe
26%
Hurt & Detal
Magazyn Życie Handlowe
15% 3%
55% Handel
35%
Wiadomości Handlowe
33%
Hurt & Detal
Magazyn Życie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
19% 4%
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REACH OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Which of the magazines presented on the cards reach your store? Small format stores (traditional) N=856
Small format stores (traditional) receiving trade press, N=692
43% Handel
28%
Wiadomości Handlowe
27%
Hurt & Detal Magazyn Życie Handlowe
15% 3%
54% Handel
35%
Wiadomości Handlowe
34%
Hurt & Detal Magazyn Życie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
19% 3%
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REACH OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Which of the magazines presented on the cards reach your store?
Stores in cities above 10 000 inhabitants N=635
Stores in cities above 10 000 inhabitants receiving trade press, N=526
48% Handel
27%
Wiadomości Handlowe
21%
Hurt & Detal Magazyn Życie Handlowe
15% 3%
59% Handel
33%
Wiadomości Handlowe
25%
Hurt & Detal Magazyn Życie Handlowe
19% 3%
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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REACH OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Which of the magazines presented on the cards reach your store?
Store types Total N=
HYPERMA SUPERMA RKET RKET
Large Food store
Medium Food store
Small Food store
Cosmetic Multipurp and drug ose store
Sweetalcohol store
1012
22
134
116
230
360
49
47
54
44%
43%
49%
51%
43%
43%
41%
35%
44%
Handel
28%
50%
31%
33%
32%
26%
25%
21%
25%
Wiadomości Handlowe
26%
26%
18%
30%
30%
28%
24%
15%
12%
Hurt & Detal
15%
38%
28%
17%
22%
12%
6%
14%
5%
3%
27%
9%
6%
3%
2%
3%
4%
0%
Magazyn Ĺťycie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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MAGAZINES PRESENT IN THE STORE (DURING THE INTERVIEW) Q. Please show which magazine titles you currently have in your store?
Total stores in Poland – receiving trade press N=815
33% Handel
22%
Wiadomości Handlowe
21%
Hurt & Detal Magazyn Życie Handlowe
11% 2%
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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READERSHIP OF MAGAZINES
Orange color marks results for small format stores
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READERSHIP OF THE SEASONAL CYCLE TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Have you read .... in the last 6 months? Total stores in Poland – receiving trade press N=815
53% Handel
32%
Wiadomości Handlowe
31%
Hurt & Detal Magazyn Życie Handlowe
18% 4%
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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READERSHIP OF THE SEASONAL CYCLE TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Have you read .... in the last 6 months? Small format stores (traditional) receiving trade press, N=692
Small format stores (traditional) N=856
39% 52% Handel
24%
Wiadomości Handlowe
24%
Hurt & Detal
Handel
32%
Wiadomości Handlowe
32%
13% Hurt & Detal
Magazyn Życie Handlowe
3%
Magazyn Życie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
17% 3%
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READERSHIP OF THE SEASONAL CYCLE TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Have you read .... in the last 6 months? Stores in cities above 10 000 inhabitants N=635
Stores in cities above 10 000 inhabitants receiving trade press, N=526
44% Handel
24%
Wiadomości Handlowe
18%
Hurt & Detal Magazyn Życie Handlowe
13% 3%
57% Handel
31%
Wiadomości Handlowe
23%
Hurt & Detal Magazyn Życie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
16% 4%
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RECOMMENDED MAGAZINES
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MAGAZINES WORTH RECOMMENDATION TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. Which of these magazines would you recommend to other people in the industry? Total stores in Poland – receiving trade press N=815
48% Wiadomości Handlowe
29%
Handel
25%
Hurt & Detal Magazyn Życie Handlowe
16% 3%
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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AWARENESS OF MAGAZINES
Orange color marks results for small format stores
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PROMPTED AWARENESS OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. And about which magazines from this card have you ever heard?
Total stores in Poland N=1012
49% Handel
37%
Wiadomości Handlowe
32%
Hurt & Detal Magazyn Ĺťycie Handlowe
26% 12%
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
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PROMPTED AWARENESS OF TRADE MAGAZINES TRM 2017, weighted data (answer using a vignette with the logotype and title pages of the magazines)
Q. And about which magazines from this card have you ever heard? Small format stores (traditional) receiving trade press, N=692
Stores in cities above 10 000 inhabitants receiving trade press, N=526
60% Handel
46%
Wiadomości Handlowe
41%
Hurt & Detal
Magazyn Życie Handlowe
32% 15%
63% Handel
42%
Wiadomości Handlowe
35%
Hurt & Detal
35%
Magazyn Życie Handlowe
Titles with a result above 3% were presented. Only high-volume titles with monthly circulation of minimum 60,000 copies.
15%
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METHODOLOGY
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REPRESENTATIVE STUDY OF LARGE AND SMALL FORMAT RETAIL TRADE IN POLAND We base the sample of stores for the study on a proprietary database of all stores in Poland (Nielsen Polska census) We randomly select a representative sample for all large- and smallformat stores in Poland When choosing the sample, we take into account the characteristics of the store (the same features as in the Retail Trade Panel ™)
We weigh results according to the proportions of each type of store in the population and region
As a result of weighing, the results of the survey are representative for all stores and particular store formats in Poland 21
THE POPULATION OF STORES REPRESENTED IN THE STUDY Hypermarkets and supermarkets
Food and Mixed Stores
Drug stores
Multipurpose stores
Sweet-alcohol stores
Total 103 000
• As a result of weighing, the given results are representative of the FMCG retail trade in Poland • Sales channels with significantly different assortment (gas stations, pharmacies) and those which have marginal impact on FMCG trade (food and multipurpose kiosks) have been excluded • Types of stores not considered in the research account for no more than 6% of turnover in trade of FMCG articles
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NIELSEN STANDARDS the statistical methods applied guarantee the fulfillment of global quality standards regarding the reported results : the standard error for proportions at the level of the entire sample will not exceed 2 pp (percentage points) for the sample of 1012 stores
the maximum standard error value given applies to the values reported for retail stores in Total Poland
such parameters ensure that ACNielsen's global quality standards regarding the quality of reported data are met
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METHODOLOGY face-to-face interviews with trade men who influence the decision to supply and equip the store
conducted via CAPI method (CAPI - computer assisted personal interviewing) – the interviewer uses a computer with a prepared script for entering data from the interview representative sample of N=1012 stores of large and small format for Total Poland
Syndicated study, with participation of: Publisher of „Poradnik Handlowca” and two major FMCG companies.
filedwork between 20th of October and 17th of November 2017 24
DISCLAIMER Research and research reports are developed by ACNielsen Polska Sp. z o.o. in Warsaw. Research and research reports are subject to copyright of property rights of ACNielsen Polska Sp. z o.o. in Warsaw. Publication of whole or part, reproduction, dissemination of research results and final report and use of them in whole or in part in any form contrary to copyright laws without the consent of the said entity, will constitute an infringement of property copyright and will be prosecuted by criminal proceedings and delivery subject to appropriate claims through civil proceedings.
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