World of Shoppers: How Culture Shapes Shopping Behaviour and What Trends Have Emerged Post Recession?
Aruni GhoshThe Nielsen Company, United Arab Emirates
Maneesh KaushikPepsiCo Middle East and Africa, United Arab Emirates
CONTEXT
Understanding shoppers and their behavior is critical today for all marketers. The reasons are both compelling and manifold:
Media fragmentation: With the rise of multiple channels and new media, it is becoming increasingly difficult to target consumers effectively.
Innovation overload: As marketers are becoming savvier, new innovations are brought into the market every day, resulting in clutter in the minds of the consumers, who find it...