Understanding how shoppers really behave
Susana Marquis and Carolina Dennin
Towards the end of 2002, Unilever de Argentina found itself needing to possess a working methodology that would enable it to understand what was happening at self-service channel points of sale with consumers of all its home and personal care category brands.
Unilever de Argentina had wide experience and skill in consumer research. However, the study of the consumer as shopper was a field whose development had not kept pace with the other areas of the discipline.
At that time there was little bibliography and experience of...