February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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The conversion model for shopper research
CLEMENS STECKNER
Clemens Steckner is a managing partner of the g/d/p Research Group. He runs the shopper research division, and develops innovative methods for POS research. g/d/p Research Group was founded in 1977 as an independent market research company whose speciality areas include shopper, category and retail research.
More than 10,000 products compete to catch the eye of shoppers in a typical supermarket. The customer selects 10 or 20 products to take home, but how does he or she make this choice? What are the factors that influence purchasing behaviour? And how does the colourful clamour of shopper marketing work?
Shopper research deals with the process of searching for a product, making ...
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