Topic Guide and Deliverables for Meyers Research Center's Warehouse Club Shopper Study - Wave II

1. OUTLINE OF DELIVERABLES
AND TOPIC GUIDE
www.meyersresearch.com
MEMBERSHIP WAREHOUSE CLUB
CLOSE-UP STUDY 2013
Take an In-Depth
Look at Behavior,
Attitude and
Decision
Making Among
Warehouse Club
Members
Membership
Warehouse
Club
Close-Up
2013
Wave II

2. DELIVERABLES
Meyers Research Center will provide data cross-tabulations and a Comprehensive Report of Findings to
all sponsors. Custom reporting will be available to sponsors at an incremental cost.
The Comprehensive Report
The Comprehensive Report of Findings will provide an invaluable resource for manufacturers
with products currently present in this channel, as well as those who are considering
distribution.
It will reveal how and why members use their warehouse club, presenting insights into shopping
attitudes / behaviors associated with key category segments, and different membership types
(consumer, business and executive/plus). The findings will extend to exploring specific product
purchases with respect to business or personal usage/purpose.
Data Collection
A sample of recent club shoppers will be probed in depth about a recent trip and the product
decisions made. Approximately 3,000 Warehouse Club members will be interviewed online
after a recent shopping experience and each respondent will be asked to provide information on
up to two individual items, for a total of over 5,000 individual purchase decisions. The data will
be analyzed by each of three major Clubs, by membership type (business, consumer and
executive/plus) and by other cells deemed of importance. The general comprehensive report
will develop insights for the following product groups:
I. Foods and Beverages:
Refrigerated / perishable foods
-Dairy
-Deli (packaged meats & cheeses)
-Frozen foods
Shelf stable foods
-Staple foods (bread, cereal, coffee, condiments, etc.)
-Snack foods (candy, healthy bars/nuts/fruit, salty, sweet)
Beverages:
-Alcohol (beer, wine, spirits)
-Non-alcohol soft drinks (CSDs, juice, water, other RTD)

3. III. Health and Beauty Care
Baby Products
Deodorant
Hair Care
Oral Care
OTC Remedies
Skin Care
Soap/Body Wash
Sun Care
Vitamins & Supplements
Note: As incidence and sample size allows, other key category segments may be
investigated by means of a custom report.
TOPIC GUIDE
I: Shopper Profile and Channel Shopping Habits
 Member Demographics, including:
- Gender - Household Size
- Income - Ages of Children
- Age - Ethnicity and race
- Education
- Type of business or employment
- Mobile phone ownership
 Type of membership
 Length of membership
 Why this club was selected to join as opposed to another (location, payment
methods accepted, product assortment, etc.)
 Whether membership ever switched or lapsed
 Frequency with which the warehouse club is visited
 Whether ever order online
 Other retail channels used by members; how members changed shopping behavior
in other channels when they joined the club, if at all
 Attitudes toward the warehouse club – advantages/disadvantages expected and
unexpected opportunities/problems sometimes encountered

4. II: About a Recent Trip
 What kind of needs trigger the club trip? Range of trip missions and their relative
frequency
 The warehouse club member’s basket upon exit from his/her most recent visit
Total amount spent
Total entries / items on receipt
Shopping basket composition
Which items were planned and which spontaneous
Which items were for home consumption and which for business
 Awareness / response to any pre-club marketing
 Awareness / response to any in-club marketing
 Whether mobile phone / other internet played a role in the trip or the purchase
decisions and, if so, how
III: Product Purchase Decisions
 Underlying dynamics behind specific product purchase decisions:
Planned or impulse purchase
For whose consumption
How will be consumed/used; the occasion
Whether entire amount will be used
Percent of all product purchases are this brand
Percent of all product purchases made in this channel
 What Are The Key Purchase Drivers
Factors considered when deciding on products purchased (e.g., Brand,
Variety, Flavor, Style, Price, Size/Amount, Packaging, etc.)
Decision priorities
 What Is the impact of in-store and pre-store influences on item selection
 Substitute-ability or intolerance of substitutes / response if item were sold out/OOS

5. IV: Evaluation of Club Experience
 What are the most outstanding deals seen
 What are the least outstanding deals
 What would members most like to see that isn’t there now
 What categories are too limited, if any
 What categories need more up-to-date items, if any
 In what categories would they like to see larger sizes, if any
 In what categories would they like to see smaller sizes, if any
For More Information Contact:
Jeff Friedlaender
JFriedlaender@meyersresearch.com
George Brown
GBrown@meyersresearch.com
Meyers Research Center
1440 Broadway, 23rd Floor
New York, NY 10018
646.512.5124
www.meyersresearch.com