How would you select a soup product?

How would you select a soup product?

1. How do they look for...?

   • Search bar types in 'soup'
     • on the search bar I'd look up soup (p1)
     • I'll search for soup (types in soup) (S)
       • Then I'd just scroll down and look (S)
         • simply based on small image picture of product in a list
         • I might refine it a bit if I wanted just Morrisons, just go for the brand (, on the left hand side, expect I can't see it. I'll go for everyday soups because that's morrisons isn't it.S)
           • attempts to use navigation to refine search
           • I wouldn't always do that, I might just browse if I was wanting a general shop (S)
             • Not normal process
     • I'd just put it into....the search engine and just look (JC)
     • I might just put in Heinz soup first to save time, Because I'm one about (soc) saving time I hate shopping (JC)
       • Time saving- associated with search process used
     • I would "find a product" ,...and I would look at the soups (J)
     • well I can't see anywhere where it says healthy option basically. So if I can't see healthy option, I'll have to find another page what said healthy option, so let me go down...(RESPORTS TO SCROLLING DOWN)
       • tries to refine by healthy option- cannot find navigation
     • so to find a product, I'm going to put in erm, what kind of soup, or let's just go for general soups (SL)
     • I will put in soup (DM)
   • initial soup findings
     • Navigate using menus etc.
       • ...Browse shop, then down to find soups and sauces (JG)
       • go down to soups and sauces from the browse shop (DJ)
         • I normally get Hienz , I' don't know here it is, sort by favourites (reads)....product name (reading) (S)
   • First I'd go to orders, normally, so I'd use a previous order (DJ)
     • shop for items routinely. same items ordered.
   • If I didn't already have it already added on to my favourites, Id just put it on to the search engine and have a look (JC)

2. What information is used/considered?

   • If it's a product not one which i've bought before, I'd probably look at the product information (JG)
     • THEME: New product information explored in constrast to usual products (no suggestion of looking further)
     • Calories as I say, I'd look at...I'd usually look to see if there's too much salt or sugar in it ..A.... I'm trying to do a low carbohydrate diet so I'd look as to how many carbohydrates were in a product (JC)
       • Dietary objectives
   • (hoover 's over item image) so it tells me the offer price (JC)"
   • (refers to looking at PI) probably not for soup but for other items...pizza(JC).
     • Item type determines if specific PI looked at.
   • The first criteria would be flavour...which we like (P1)
     • A brand we've used before(P1)
       • brand familarity
     • Flavour as a key decision factor
   • Its a good price (P1)
     • Price confirms decision is good
   • If it was one I knew, which would be the Heinz soup, I would add it (S)
     • familiar with brand - no other information checked
   • If I wanted minestrone...I'd click on ....and see what information it gives me (DJ)
     • er just price really. And how many servings. its say 5 a day that's going to encourage me. I could read the reviews (DJ)
   • If I want a specific kind, say Heinz soup, I'd put in Heinz soup other wise it will bring up twenty thousand soups and you might not like any of them (JC)
   • Sometimes you just look at the offers and then you think oh that;s good if it's on an offer I'll get a few of them cos it'll save me money (JC)
     • OFFERs as as hort cut to decision making
   • And I would look at healthy soups with low in salt and things like that (J)
     • because you don't want so much salt. I don't want the cream...I wouldn't necessarily go for the home brand, I would probably go for Heinz more because I'm familar with that. even though they're probably made in the same factory their ingredients would be a little better in the real things (J)
       • appears to want to select routinely using nutritional indicators of salt and cream
       • Brand familarity and factory/ingredients quality (as a comparison)
       • it doesn't seem to be any healthy options so...so I would look at the ..erm/..nutritional value on the side of the packet and see which had less sugar and things, salt not sugar..and after than I would just go on flavour (j)
         • suggests looking at nutrition information following failed attempt to refine using health options navigation. REfers to using salt levels to decide, followed by flavoiur prefer.
         • Well you'd have to click and it would come up... there we are
           • hoovers over FOP panel on productimage.
           • uumm I would think...salt is only one gram (J)
             • Tries to interpret salt levels (amber traffic light not referred to)
             • And I would take that one off and look at Heinz....now I can't see the nutritional value in that one. so I probably wouldn't buy that one then 'cos I don't know what's in it. (J)
               • hoovers over FOP location on Heinz. MTL not present.
                 • Did not scroll down in full PI wondow to nutrition table. EVEN TOUGH OBJECTIVES VERY FOCUSED ON NUTRITiON
     • Dietary objective spontaneously mentioned
   • Usually it would be something liek pea and ham soup but I might want to try something like what's on offer here like...vegetable (DM)
     • Usual Flavour driving decision
     • What is on offer influencing decision
   • And it says here 7/10 customers would recommend this to friend (DM)
     • Impact of review or recommendations- noticed udring decision making process