Abstract:

Shopper research is a buzzword today. As the traditional brand building vehicles such as mass media become increasingly saturated and, as a consequence more fragmented, it is theoretically easier to reach a consumer inside a store while he or she is shopping, primarily because of the following:1. A higher proportion of the target audience can be reached with lesser effort. This is not the case with mass media, where the proportion of irrelevant eyeballs is much higher.2. The consumer is more in the relevant frame of mind, they are already purchasing, as against relaxing (watching television) or driving to his work, which is the case with other media interaction moments.3. Better connect possible, therefore making it easier to persuade the consumer to buy your brand more.4. More captive audience as lesser irrelevant distraction present, like thinking about the impending meeting present. Marketers primarily have only other brands to compete with.