Who is the shopper?

The shopper is the person who makes the actual purchase of a product or a service. It is sometimes different from the consumer who will be its end user. A good example is the case of children’s products for which those who make the purchase (parents/adults) will have very different expectations in terms of selection criteria (availability, price, quality, origin, recipe, etc.) and product experience from what will be the priorities of the consumer (children).

The shopper and purchase process from deciding where to buy to payment including in-store experience and the shopper’s decision tree, to mention only a few key elements, constitutes the field of study and action of shopper marketing.

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