Shopper Marketing Concept: A Literature Review Study
Keywords:
Shopper marketing, Point of Purchase, Traditional marketingAbstract
Shopper marketing presents a new wave as an evolved form of retail marketing methods and concepts. Shopper marketing is influencing the shopper all along its entire path of purchasing. It plans to influence the shopper from the point of thinking of shopper to shop emerges and reaching upto purchasing, consuming or recommending others about the shopping or products. Retailers and manufacturers are adopting innovative ways of shopper marketing and this marketing approach has become a vital managerial practice. Methodology: In this paper, researcher reviewed the literature related to shopper marketing like innovativeness, definition and concept of shopper marketing. Researcher also discussed how shopper marketing is different from traditional marketing concept. Findings: A vital part of decisions related to purchase are made at stores by the consumers, though the consumers may already have been influenced by marketing efforts done by companies outside the store. Specially, in case of unplanned and impulse purchases there is a significant influence of the factor of point of purchase and environment of the store. Implication: Shifts in the marketing patterns and development in marketing concepts led the focus of marketing management on the shopper and development and emergence of shopper marketing approach. Originality: Many studies may have been conducted in this regard but this research is an original work by the author, with due citation given to all the references.
References
Chandon, P., Hutchinson, J. W. , & Young, S. H. (2002). Unseen is unsold: Assessing visual equity with commercial eye-tracking data.
Deloitte Research. (2007). Shopper Marketing: Capturing a Shopper’s Mind, Heart and Wallet,. New York: New York Deloitte Development, PLC.
Harrris, B. (2010). Bringing shopper into category management. In M. stahlberg & V. Maila (Eds.) Shopper Marketin: How to incrsease purchase decisions at the point of sale pp. 28-32. Kogan Page.
Heckausen, H., & Gollwitzer, P. (1987). Thought contents and cognitive functioning in motivational versus volitional states of mind. Motivation & Emotion, 2, 11, 101-120. doi:dx.doi.org/10.1007/BF00992338
IGD. (2012). Shopper Trends 2012. Retrieved from IGD Shopper Vista: https://shoppervista.igd.com/
Inman, J. J., Winer, R. S., & Ferraro, R. (2009). The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of marketing, 73(5), 19-29.
Kahn, B.E., & Schmittlein, D.C. (1989). Shopping trip behavior: An empirical investigation. Market Lett,, 55-69. Retrieved from https://doi.org/10.1007/BF00436149
Kotler, P. (2010). Foreword - In M. Stahlberg & V. Maila (Eds.), Shopper Marketing: how to increase purchase decisions at the point of sale (pp. 28-32). . Kogan Page.
Larson, J. S., Bradlow, E. T., & Fader, P. S. (2006). How do shoppers really shop? International Commerce Review: ECR Journal, 6(1), 56-63.
Shankar V, Inman J, Mantrala M, Kelley E, & Rizley R. (2011). 'Innovations in shopper marketing: current insights and future research issues',. Journal of Retailing, 87S(1), S29-S42. doi:doi:10.1016/j.jretai.2011.04.007
Shankar, V. (2011). Shopper Marketing.
Sinha, P. K., & Uniyal, D. P. (2005). Using observational research for behavioural segmentation of shoppers. Journal of Retailing and Consumer Services, 12(1), 35-48.
Thomas, A., & Garland, R. (1993). Super market shopping lists: Their effect on consumer expenditure. International Journal of Retail & Distribution Management, 21(2), 8-14.
