The six types of grocery shoppers who can shape your Big Food marketing

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

The six types of grocery shoppers who can shape your Big Food marketing

Pushpa Gopalan and Elizabeth KnappLeo Burnett

A US study identified six types of grocery shoppers with different buying behaviours in three key food areas – health, quality and convenience; their attitudes to Big Food; their propensity to switch within food categories – and exposed as myths some widely held beliefs about Big Food.

Marketing Food

This article is part of a series of articles on marketing food. Read more

Big Food is in turmoil. New behaviours, new companies, and new categories are being created almost...

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