If the consumer is not a moron, could the shopper be?: Developing an holistic shopper framework
Anand SinghCoca-Cola India, India
Pavi GuptaCoca-Cola SEWA, Thailand
Sum Yim LingThe Nielsen Company, Singapore
INTRODUCTION
With the development of modern trade in emerging markets, the retail landscape is an ever-changing canvas, and a canvas with abstract art that needs expert knowledge to be interpreted.
The consumer is suddenly being forced to become a shopper. Shopping could be a chore, an experience or a consumption occasion by itself. It could be a small mom & pop outlet in a house, a small...