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the differences and why you can't ignore ether
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SHOPPER
CONSUMER
Self perception
CONSUMERAttitude
Carried with us into the store in the form of expectation
Consumer communication answers the question, why Nike?
Behaviour
SHOPPER
Shopper communication answers the question,
Consumer +
Different but still predictably irrational
why buy Nike?
find it check it buy it maintain it sell it
want it love it treasure it care for it hate it
find it check it buy it maintain it sell it
want it love it treasure it care for it hate it
CONSUMER
find it check it buy it maintain it sell it
want it love it treasure it care for it hate it
SHOPPER
AND SHOPPERCONSUMER
6 WAYS OF LOOING AT CONSUMER & SHOPPER MINDSETS THAT MAY GET YOU THINKING
CONSUMER
How are the supplier brands in your store promoting your brand?
A recent article in HBR on influencing purchase decisions talks about the varying degrees of influence different moments have on a purchase decision.
CONSUMER. NOT JUST THE FIRST STEP
In particular, the surprising insight that people often research a product online after they’ve bought it.
Discovery drives consumer attitudes and consideration.
Anxiety drives choice in store
WINE.CONSUMER MESSAGE IN SHOPPER TERRITORY
Instant Kiwi. The dream can die in the line
POWERFUL SHOPPER INSIGHT
Budget shopper spends less than they intend.
Non-budget shoppers spend more than tolerable.
Both unsatisfied.
HUMAN BEHAVIOUR Remove the need to estimate
SHOPPER. UNDERSTAND WHAT DECISIONS ARE MADE WHERE
+ Emotions
- Emotions
Supermarket shopping
pay exist shop
boredom
bag
checkout
surprise at costloss of control
confusion
irritation/it’s expensive
what’s new/good
shop, new productenter
boredom/cost anxiety
duty/losing time
choice/possibility
self esteem lifted enjoy chat
find listtravel to shop
anxiety/overspent
going out
satisfaction desirevictory
freedom
AND SHOPPERCONSUMER