If the consumer is not a moron, could the shopper be? - developing an holistic shopper framework

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 in emerging markets, the retail landscape is an ever-changing canvas, and a canvas with abstract art that needs expert knowledge to be interpreted.

The consumer is suddenly being forced to become a shopper. Shopping could be a chore, an experience or a consumption occasion by itself. It could be a small mom & pop outlet in a house, a small...

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