The banking shopper: Using principles and techniques of shopper research in a banking context
Aruni Ghosh and Tahir Khalil
United Arab Emirates
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:
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 much higher.
The consumer is more in the relevant frame of mind, they are already purchasing, as against relaxing (watching television) or driving to his work, which is the case with other media interaction moments.