Pan-Euro point-of-purchase study planned

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LONDON -- A major study of the buying habits of thousands of European shoppers is being planned by the Point of Purchase Advertising Institute (POPAI). The results of the study, to be commissioned in 1997, will be announced at a global conference in 1998.

The study will be comparable to the massive programs already carried out by POPAI in the U.S. and Canada, which are heavily sponsored by leading U.S. brands and retailers. For the European study, POPAI wants to create similar sponsorship opportunities.

"Our aims and objectives will be much the same as for the studies of American and Canadian consumers. We want to measure as precisely as possible the degree to which shoppers decide upon product and brand after entering the store - hence the relationship to P-O-P," says Martin Kingdon, chairman of POPAI's European research group, which is based in Paris.

"U.K. research by Nielsen on behalf of POPAI Europe's U.K. office already shows that in terms of perceived importance in the marketing mix, P-O-P is rated higher than all other media. Similarly, the recent Mintel intelligence report shows that the P-O-P industry is set for dramatic growth. This new research we are about to commission will provide additional hard facts about the industry.''

POPAI has 251 European members across 16 countries. The U.K. has the most members at 59, followed by France 64, Italy 49 and Germany 23. POPAI Europe's U.K. office can be reached at Tel: 1858 461 277.

Copyright November 1996, Crain Communications Inc.

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