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


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...

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