Shopper Marketing as a Tool to Tap Impulse Buying Behaviour of Consumers

Abstract

‘Shopper Marketing’ is gaining the attention of marketing agencies in India with stalwarts like Saatchi & Saatchi X, Ogilvy Action, Grey India getting into it. Shopper marketing essentially involves researching and gaining insights into shopper behaviour in a retail environment and then using those insights as a tool to influence consumer purchase decisions. This could be anything from placing products strategically to POP, sampling and promotions, digital signage, and utilizing other means of interactive display in retail stores. Shopper marketing and brand activation works well in large format retail stores that are really a minuscule part of Indian retail. In the case of modern trade, shopper marketing helps to have a conversation with the brand. Impulse buying behaviour is seen to be most affected by shopper marketing strategies. This paper aims to study the buying behaviour of shoppers in the face of shopper marketing strategies and to see if there is an effect of the same on the impulse purchases. The outcome of this paper is better understanding of the concept of impulse buying better and to comment on its practicality in shopper marketing.

Keywords: Consumer Research, Shopper Marketing, Impulse Purchase

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