Understanding how shoppers really behave

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers’ actual behavior at point of sale when they make their purchasing decisions.

Understanding how shoppers really behave

Susana Marquis and Carolina Dennin

INTRODUCTION

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...