Retail & Technology
GfK Croatia’s Retail and Technology department, the only market researcher in Croatia for ongoing tracking of point-of-sale data in the technical consumer goods markets (audio, video, photo, IT, telecom, office equipment, major and small domestic appliances), has been in operation since 2004.
Geographically the research includes all Croatian cities with population’s in excess of 20,000 inhabitants.
Retail and Technology data helps to answer the key questions concerning the general development of the market:
Sales in volume and value terms
Trends in technical features of the products
Market structure by distribution channels
Geographical market structure
Price market structure
… and also provides market players with information on their market position and that of the competition:
Share of producers in total and by technical segment, price segment, distribution channel and region of Croatia
Distribution indicators of brands/models in total and by segment, channel and region
Price positioning indicators of brands/models in total and by segment, channel and region
Demand indicators of brands/models in total and by segment, channel and region
The analysis of Retail & Technology data enables you to not only receive information on past market development, but also to forecast its future development, trace the effectiveness of the marketing mix of the players, determine their strengths and weaknesses and work out strategies to achieve the augmentation of sales and market share.
Methodology
The research methodology could be described by the stages of research, each of which repeats with a certain periodicity:
Product Groups’ Definition
Belonging of one or another product to a certain group is determined according to international classification of GfK Retail & Technology.
Determination of the Universe
Universe is determined by census study carried out by GfK interviewers’ network
Distribution Channels’ Definition
Inclusion of a particular distribution channel to research depends on the weight of the channel in total volume of sales, which, in turn, is determined by census study
Sample Creation
Representative sample is formed by quote-disproportional principle, which guarantees relatively higher representation of sales outlets from the channels that have higher weight.
Data Collection
Data collection is conducted in manual or electronic regime according to the agreement with the sales outlet.
Description, Coding and Extrapolation
Each model is described according to international definitions of product groups and is coded for further enlisting in the national and international database, after which data goes through multi-level control and primary analysis stage. Data is extrapolated for each distribution channel using statistical methods and taking into account census data, which results in general sales data of GfK Panel market.
Reporting
Clients receive the database in the format of GfK QuickView and chart package in PPT format. Starting from January 2009, GfK offers clients not only monthly but also weekly reporting.
Future plans
Launching panel of "Do It Yourself” products and automotive panel (car oil and tires).
Please visit GfK Retail and Technology web-site further information.
