Understand how the shoppers of four variety discount retailers (Poundland, Wilko, B&M and Home Bargains) compare across;

• Who they are? Detailed shopper profiles -age/gender/social grade/region/household size and presence of children
• Why they shop in variety stores – store choice drivers (saving money/choice of products etc), shopping missions (Non-food, health and beauty and top-up shops)
• How they shop in variety stores? Browsing end of aisles, key categories/products  purchased
• Which variety retailers are perceived to provide cheapest products (Poundland, Wilko, B&M or Home Bargains)
• Which variety discount shoppers are open to more premium brands and bigger range of food and grocery products