"[3] They describe it as the analysis of consumer behavior and decision-making from the moment they consider buying a product until they choose it.
Manufacturers can develop strategic plans using high-quality shopper marketing data, allowing for a clear understanding of consumer preferences and behaviours.
[4] According to the company's financial statements, Procter & Gamble, invests at least 500 million dollars in shopper marketing each year.
The organisation itself was structured accordingly to maximise growth agents through the efficiencies of mass production, distribution and sales.
Marketing was used as a tool to became more consumer centric to customers who were privy to more information about products before purchase.
[11] In late 2004, a new growth model emerged as product manufacturers and retailers alike identified the need to uniquely influence the shopping experience.
For example, research by Martin (2012) in a retailing context found that male and female shoppers who were accidentally touched from behind by other shoppers left a store earlier than people who had not been touched and evaluated brands more negatively, resulting in the Accidental Interpersonal Touch effect [13] When conducting shopper segmenting, the market is divided into essential and measurable groups, that is, segments on the basis of the buying behaviour data.