Problem: Consumer Behavior
Textbook: Consumer Behavior: Buying, Having, Being, 8th Canadian edition, pearson education inc.
Point-of-purchase Advertising International (POPAI) has conducted the Shopper Engagement Study several times in the past 40 years or so. The study measures the percentages of consumer purchases at supermarkets and mass merchandisers that are (i) specifically planned, (ii) generally planned, (iii) substitute, and (iv) unplanned (In-store decision-based purchases = generally planned purchases + substitute purchases + unplanned purchases).
1. Define each of these four purchase categories.
2. What are some notable trends (in the percentages of the different purchase categories) revealed by the past Shopper Engagement Studies, and what would be the most important marketing implication of these trends?