Shopper vs consumer
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This document discusses the differences between consumers and shoppers. It notes that consumers carry expectations into stores, while shoppers make purchase decisions based on behavior and being predictably irrational. The goal of consumer communication is to answer why someone would choose a brand like Nike, while shopper communication aims to explain why someone should buy Nike. It also examines different ways of looking at consumer and shopper mindsets.
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Shopper vs consumer
- 2. CONSUMER Self perception Attitude Carried with us into the store in the form of expectation Consumer 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 it check it love it buy it treasure it maintain it care for it sell it hate it
- 5. CONSUMER find it want it check it love it buy it treasure it maintain it care for it sell it hate it
- 6. find it want it check it love it buy it treasure it maintain it care for it sell it hate it SHOPPER
- 8. 6 WAYS OF LOOING AT CONSUMER & SHOPPER MINDSETS THAT MAY GET YOU THINKING
- 9. CONSUMER How are the supplier brands in your store promoting your brand?
- 10. CONSUMER. NOT JUST THE FIRST STEP A recent article in HBR on influencing purchase decisions talks about the varying degrees of influence different moments have on a purchase decision. In particular, the surprising insight that people often research a product online after they’ve bought it.
- 11. WINE. CONSUMER MESSAGE IN SHOPPER TERRITORY Discovery drives consumer attitudes and consideration. Anxiety drives choice in store
- 12. POWERFUL SHOPPER INSIGHT Instant 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 shoppers spend more than tolerable. Both unsatisfied.
- 14. SHOPPER. UNDERSTAND WHAT DECISIONS 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 bag travel 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