International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Shopper Marketing as a Tool to Tap Impulse Buying Behaviour of Consumers


Affiliations
1 MBA Department, Indira College of Engineering and Management, Pune, Maharashtra, India
     

   Subscribe/Renew Journal


'Shopper Marketing' is gaining the attention of marketing agencies in India with stalwarts like Saatchi&Saatchi X, Ogilvy Action, Grey India getting into it. Shopper marketing essentially involves researching and gaining insights into shopper behaviour in a retail environment and then using those insights as a tool to influence consumer purchase decisions. This could be anything from placing products strategically to POP, sampling and promotions, digital signage, and utilizing other means of interactive display in retail stores. Shopper marketing and brand activation works well in large format retail stores that are really a minuscule part of Indian retail. In the case of modern trade, shopper marketing helps to have a conversation with the brand. Impulse buying behaviour is seen to be most affected by shopper marketing strategies. This paper aims to study the buying behaviour of shoppers in the face of shopper marketing strategies and to see if there is an effect of the same on the impulse purchases. The outcome of this paper is better understanding of the concept of impulse buying better and to comment on its practicality in shopper marketing.

Keywords

Consumer Research, Shopper Marketing, Impulse Purchase
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ariely, D. (2009). Predictably Irrational.

  • Deloitte Research. (2007). Shopper Marketing: Capturing a Shopper’s Mind, Heart and Wallet.

  • Gladwell, M. (2005). Blink: The Power of Thinking without Thinking.

  • Graves, G. (2009). Consumer.ology. Allen & Unwin. Highway Business Matters (HBM). (2011).

  • Kirkbride, J. (2012). Supermarket and retailer. Facing the Shopper. pp. 30-31.

  • McPherson, D. (2011). The Psychology of Impulse Buying.Specialty Retail Report.

  • Piron, F. (1991). Defi ning impulse purchasing. Advances in Consumer Research, 18(1), 509-514. San Antonio: University of Texas.

  • Point-of Purchase. (2011). Small Plant News, 6(5). Scarpello, L. (2010). The Growing Popularity of Shopper Marketing.

  • SGK Patterns. (2012). Aligning with the New Shopper.

  • Shankar, V. (2011). Innovations in shopper marketing: Current insights and future research issues. Journal of Retailing, 87(1), 1-4.

  • The Promise of Shopper Marketing. Deloitte Consulting. (2010)

  • Unplanned Buying at Traditional Retail in India. (2009). A Research Report.


Abstract Views: 453

PDF Views: 0




  • Shopper Marketing as a Tool to Tap Impulse Buying Behaviour of Consumers

Abstract Views: 453  |  PDF Views: 0

Authors

Rachita Joshi
MBA Department, Indira College of Engineering and Management, Pune, Maharashtra, India

Abstract


'Shopper Marketing' is gaining the attention of marketing agencies in India with stalwarts like Saatchi&Saatchi X, Ogilvy Action, Grey India getting into it. Shopper marketing essentially involves researching and gaining insights into shopper behaviour in a retail environment and then using those insights as a tool to influence consumer purchase decisions. This could be anything from placing products strategically to POP, sampling and promotions, digital signage, and utilizing other means of interactive display in retail stores. Shopper marketing and brand activation works well in large format retail stores that are really a minuscule part of Indian retail. In the case of modern trade, shopper marketing helps to have a conversation with the brand. Impulse buying behaviour is seen to be most affected by shopper marketing strategies. This paper aims to study the buying behaviour of shoppers in the face of shopper marketing strategies and to see if there is an effect of the same on the impulse purchases. The outcome of this paper is better understanding of the concept of impulse buying better and to comment on its practicality in shopper marketing.

Keywords


Consumer Research, Shopper Marketing, Impulse Purchase

References