If the consumer is not a moron, could the shopper be? - developing an holistic shopper framework
Anand Singh, Pavi Gupta and Sum Yim Ling
This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can help us understand the shopper better.
If the consumer is not a moron, could the shopper be?: Developing an holistic shopper framework
Anand SinghCoca-Cola India, India
Pavi GuptaCoca-Cola SEWA, Thailand
Sum Yim LingThe Nielsen Company, Singapore
With the development of modern trade...