Understanding how shoppers really behave

Date of publication: October 23, 2005

Catalogue: Latin America 2005

Abstract:

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers' actual behavior at point of sale when they make their purchasing decisions. The study of purchasing behavior makes it possible to identify the factors that influence the shopper's behavior to discover opportunities and boost brand growth. Marketing examples are provided for the three categories studied to date: Shampoo, Toilet Soap and Deodorants.

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