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Shopper vs consumer

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the differences and why you can't ignore ether

the differences and why you can't ignore ether

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Transcript

  • 1. CONSUMERSHOPPER
  • 2. CONSUMER Self perception Attitude Carried with us into the store in the form of expectationConsumer communication answers the question, why Nike?
  • 3. SHOPPER Behaviour Consumer + Different but still predictably irrational Shopper communication answers the question, why buy Nike?
  • 4. find it want itcheck it love itbuy it treasure itmaintain it care for itsell it hate it
  • 5. CONSUMERfind it want itcheck it love itbuy it treasure itmaintain it care for itsell it hate it
  • 6. find it want itcheck it love itbuy it treasure itmaintain it care for itsell it hate it SHOPPER
  • 7. CONSUMER AND SHOPPER
  • 8. 6 WAYS OF LOOINGAT CONSUMER &SHOPPER MINDSETSTHAT MAY GET YOUTHINKING
  • 9. CONSUMERHow are the supplierbrands in your storepromoting your brand?
  • 10. CONSUMER. NOT JUST THE FIRSTSTEPA recent article in HBRon influencingpurchase decisionstalks about the varyingdegrees of influencedifferent momentshave on a purchasedecision.In particular, the surprising insight that peopleoften research a product online afterthey’ve bought it.
  • 11. WINE.CONSUMER MESSAGEIN SHOPPER TERRITORY Discovery drives consumer attitudes and consideration. Anxiety drives choice in store
  • 12. POWERFULSHOPPER INSIGHTInstant Kiwi.The dream can die in the line
  • 13. HUMAN BEHAVIOUR Budget shopper spends Remove the need to estimate less than they intend. Non-budget shoppersspend more than tolerable. Both unsatisfied.
  • 14. SHOPPER. UNDERSTAND WHATDECISIONS ARE MADE WHERE Supermarket shopping + Emotions victory choice/possibility satisfaction desire freedom going out enjoy chat what’s new/good self esteem lifted enter shop, new product bagtravel to shop exist shop find list checkout pay irritation/it’s expensive confusion anxiety/overspent duty/losing time surprise at cost loss of control boredom boredom/cost anxiety - Emotions
  • 15. CONSUMER AND SHOPPER