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:
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...