Reference table
How stock-up, fill-in and immediate-need trips differ
A comparison of three shopper missions across six dimensions: how planned the trip is, price sensitivity, tolerance for substitution, preferred pack size, openness to new products and time in store. It shows why one household behaves like several different customers in a week. Use it to decide which mission a pack, price or availability question is really about. Koji interviews can classify the mission first and then reconstruct the trip in the shopper's own words.
Where this appears
What's in this reference table
| Stock-up | Fill-in | Immediate need | |
|---|---|---|---|
| Planning | List-driven, often at home | Partial list, mostly recalled | None |
| Price sensitivity | High, unit price compared | Moderate | Low, convenience dominates |
| Substitution tolerance | Low, will defer to next trip | High, takes what is there | Very high, any workable option |
| Pack preference | Larger formats, multipacks | Standard | Single serve, smaller |
| New product openness | Low, risk to the week | Moderate | Low, wrong moment |
| Time in store | Long | Short | Under 10 minutes |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/how-shopper-missions-differ-stock-up-fill-in"><img src="https://www.koji.so/visuals/how-shopper-missions-differ-stock-up-fill-in/how-shopper-missions-differ-stock-up-fill-in.png" alt="Table comparing stock-up, fill-in and immediate-need shopping trips on planning, price sensitivity, substitution, pack size, new products and time in store." width="1200" height="802" /></a>
<p>Source: <a href="https://www.koji.so/visuals/how-shopper-missions-differ-stock-up-fill-in">How stock-up, fill-in and immediate-need trips differ</a>, Koji</p>
