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Consumer Behaviors and Toilet Paper Brand Preferences During the Pandemic, Lecture notes of Behavioural Science
Insights from a survey conducted by MFour using their Surveys On The Go® platform, focusing on consumers' toilet paper purchasing behaviors during the pandemic. The research aims to identify brand awareness, changes in purchasing patterns, and the reasons behind these shifts. The sample consisted of 185 respondents, aged 18-64, and the data was collected between December 6th and 10th, 2021.
What you will learn
- What percentage of consumers stocked up on toilet paper when lockdowns started?
- What percentage of consumers think a toilet paper shortage will return?
- What percentage of consumers changed where they buy toilet paper during the pandemic?
- How long did the pandemic stockpile last for most consumers?
- What percentage of consumers ran out of toilet paper during the pandemic?
Typology: Lecture notes
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Download Consumer Behaviors and Toilet Paper Brand Preferences During the Pandemic and more Lecture notes Behavioural Science in PDF only on Docsity!
December 13
th
, 2021
Panic buys — 23 behaviors behind
the toilet paper shortages.
The research goals.
- Identify toilet paper brand awareness.
- Find out how toilet paper purchases
have changed since lockdowns ended.
- Determine if people stayed with their
original brands during the lockdowns?
- See if consumers bought a new toilet
paper brand in lockdowns — did they
keep a new brand, or return to original?
- MFour used Surveys On The Go® to identify
consumers leaving Costco.
- Buyers who’d purchased household essentials
while at Costco, were surveyed for feedback.
Methodology overview.
Sample.
- n=185.
- 18 - 64 years of age.
- Natural fallout on gender, ethnicity and
other demos.
- 12/6 to 12/10, 2021.
Time frame.
Yes, 61%
No, 39%
When lockdowns started, buyers faced new fears.
Base: 185
Did you stock up on toilet paper?
Base: 185
Did you ever run out of toilet paper?
Yes, 36%
No, 64%
Do you have a stockpile at home from
when the pandemic started?
Stockpiling was a way to deal with their anxiety.
Base: 113 Base: 113
How long did your pandemic stockpile last?
5%
18% 18%
48%
3%
8%
A week A couple of
weeks
A month A couple of
months
A year or
more
I still have
some
Yes, 43%
No, 57%
Yes, 59%
No, 41%
And, the truth is, they’re still scared of shortages.
Base: 185
Do you think a toilet paper shortage
will ever return?
Base: 185
What shortage do you think we'll have next?
This event changed where they purchase toilet paper.
Base: 185
Did you change where you buy toilet paper?
58%
22%
10%
5%
3%
2%
No, it didn't Yes, now I buy at big
box stores
Yes, now I buy at
warehouse stores
Yes, now I buy at
discount stores
Yes, now I buy at
grocery stores
Yes, now I buy online
Yes, 48%
No, 52%
Yes, 87%
No, 13%
Were you willing to buy a different brand,
or type than you usually do?
And, it changed their brand of toilet paper.
Base: 185
Did you change toilet paper brands during
the pandemic?
Base: 185
67%
33%
Buy as needed
Keep a stockpile at home
Do you keep a stockpile of toilet paper at
home, or buy it as needed?
Now, two years later, consumers are still stockpiling.
Base: 185 Base: 113
You said you have a stockpile at home, is it leftover
from when the pandemic started?
Yes, 43%
No, 57%
Yes, 52% No, 48%
Do you find yourself stocking up more now
than before the pandemic?
Most buyers stock up for an extra couple of weeks.
Base: 185 Base: 96
You stock up on toilet paper now. Enough for an
extra...?
10%
38%
31%
20%
1%
Week Couple weeks Month Couple
months
Year
But, they’re loyal again, so brands should get out there.
35%—Friend/Family.
14%—mobile ads.
11%—TV ads/other.
Have you gone back to your original brand?
Base: 88
Base: 185
Yes, 85%
No, 15%
Take a look, which brand(s) do you have right now?
44%
35%
32%
21%
19%
16%
12%
Charmin Scott
Tissue
Angel Soft Cottonelle Kirkland Store
brand
Quilted
Northern
72%
24%
14%
26%
It's easy Better deals in-
store
I buy it when I see
it
I don't shop online
much
Are you more likely to buy toilet paper in-
store, or online?
Here’s where they buy their toilet paper, and why.
Base: 185 Base: 153
You're more likely to buy toilet paper in-store, why?
16%
83%
In-store
Both
Base: 185
What's your favorite "go-to" brand for toilet paper?
37%
22%
16%
11%
9%
3% 3%
So, if you’re not Charmin, you should really advertise.
Store brand
About MFour.
MFour introduced Surveys On The Go® in 2011.
As the nation’s largest, highest-rated consumer
panel, it tracks 10 million daily consumer journeys.
Clients use our panel to speak with any buyers they
want—in-store, online, or on an app.
The result? Accurate data based on consumers’
actions: and context on why they made them.
MFour tracks 10 million daily consumer
journeys through our app Surveys On The Go®.
We GeoValidate® 12.5 million U.S. locations.
Consumers who enter a GeoValidated® retail
site are verified as having visited that location.
As they exit your store, shoppers are instantly
pushed a survey via the Surveys On The Go®
app. You get Point of Emotion® insights.
Brick & Mortar.
Choose better market research.