The banking shopper - using principles and techniques of shopper research in a banking context

Aruni Ghosh and Tahir Khalil

Shopper research is a buzzword today. There are equally compelling reasons to study the behaviour of customers of financial products when they are inside the premises of the service provider.

The banking shopper: Using principles and techniques of shopper research in a banking context

Aruni Ghosh and Tahir KhalilUnited Arab Emirates

CONTEXT

Shopper research is a buzzword today. As the traditional brand building vehicles such as mass media become increasingly saturated and, as a consequence more fragmented, it is theoretically easier to reach a consumer inside a store while he or she is shopping, primarily because of the following:

  1. A higher proportion of the target audience can be reached with lesser effort. This is not the case with mass media, where the proportion of irrelevant eyeballs is...

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