Take an In-DepthLook at Behavior,

Attitudes and DecisionMaking Patterns of

Dollar Store Shoppers

Take an In-DepthLook at Behavior,

Attitudes and DecisionMaking Patterns of

Dollar Store Shoppers

Dollar StoreShopperClose-Up

2011WAVE V

An In-Store Intercept ShopperInsight Research Program

StudyProspectus

Meyers Research Center

Meyers Research Center is a leading retail sales andsurvey research organization with special expertisein conducting research in retail environments and understanding shopper behavior and attitudes in-store.

For more than three decades, MRC has conductedprimary research across all classes-of-trade in theU.S. and Canada for major packaged goodsmanufactures, retailers, advertising and salespromotion agencies and consulting firms..

For More Information Contact:

Jeff FriedlaenderJFriedlaender@meyersresearch.com

Frances GlickFGlick@meyersresearch.com

George Brown IIGBrown@meyersresearch.com

Meyers Research Center58 West 40th StreetNew York, NY 10018212.391.0166

www.meyersresearch.comwww.meyersresearch.wordpress.com

Dollar Store Shopper Close-Up 2011

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Background

2011 brings Wave V of Meyers Research Center’sDollar Store Shopper Close-Up Study. Thisin-store shopper insights research programutilizes MRC’s Purchase Observation Study™ methodology to capture and understand consumershopping behavior, attitudes and decision-makingpatterns in Dollar Stores.

This trended program has been conducted every twoyears since 2003. The data and insights generatedhave served as a powerful tool in helping shopperinsights managers, channel and sales strategist andadvertising and merchandising planners positiontheir brands within the dynamic, evolving DollarStore enviroment.

Study Objective

The research objective of this study is to develop adeep, comprehensive understanding of Dollar Storecustomers.

More specifically, this in-store interviewingprogram will address the following:

• Who is the Dollar Store Shopper• Consumer attitudes and preceptions of Dollar Stores• The underlying dynamics of category purchase decisions in Dollar Stores• Products purchased/market basket• When, how and where specific category purchase decisions are made• Planned versus impulse purchases• The decision sequence hierarchy utilized by consumers to make their purchase decisions• Influence of in-store and external factors• The effect of the economy on Dollar Store shopping • The degree to which the profile, behaviors and attitudes of Dollar Store Shopper have changed over the years

Study Methodology

MRC’s trained professional interviewers will bepositioned at the exit of high-volume chain andindependent dollar store outlets and will interceptconsumers immediately after their shopping trip.

A random sample of a minimum of 1,000 shopperswill be asked to participate in a survey regardingtheir attitudes and decision-making patterns inDollar Stores. Shoppers who agree to participatewill be interviewed using Meyers’ proprietaryadvanced mobile technology and will receive a cash incentive to thank them for their time.

The exit interview will address the timely issuesof their shopping experience that are best obtainedat the point-of-purchase. This methodolgy eliminatesproblems of recall and allows for a “real-world”integration of store enviroments with consumerbehavior and attitudes.

In addition to the findings from the comsumerinterviewing data collected at the point-of-sale, thefinal report will also include video clips of realconsumers shopping in Dollar Stores to visuallyrepresent some of the keys findings.

Study Sample

Interviewing will take place across a sample ofgeographically dispersed U.S markets in order toachieve a thorough cross section of shoppers.Approximately 1,000 shoppers will be interviewedabout their attitudes, perception and behavior inDollar Stores.

!!!New For 2011!!!

Data will be reviewed and analyzed for totalshoppers plus for an expanded list of eight keycategory segments included:

* Food & Beverages: • Snack Foods • Candy/Gum/Mints • CSDs • All Other RTD Beverages* General Merchandise: • Beauty Products • All Other HBC/Personal Care Products • Household Cleaning Products • Household Paper Products

In-dept interviews in other product categories mayalso be available for sponsorship on a custom basis.For specific costs contact MRC.

Sponsorship Oppertunities

You can obtain a vast amount of data and shopperinsights at a fraction of the cost of undertaking thisstudy independently. If you act quickly, you maysubmit a custom question that will remainproprietary to you at no extra cost!

Cost

Sponsorships, which include comprehensive datatabulations, detailed analysis and insights can bepurchased for $21,000. Rates for other specialreports are available upon request.

All costs are in U.S. dollars.