DO YOU REALLY KNOW WHO IS YOUR SHOPPER?
The shopper is a different person from the consumer. He is defined by the process that takes place between that first thought he has about purchasing an item all the way through to the selection of that item.
But, what do you know about that person? How does he buy your product? What are the real motivations that drive his purchase decisions? What role do mobile and digital play in his shopping journey?
In a market characterized by an economic slowdown and fierce competition, entering the mind of Chinese shoppers becomes crucial for brands and retailers if they want to succeed.
TBWA’s Integer, one of the world's largest promotional, retail, and shopper marketing agencies and the Shanghai-based Research agency Jigsaw International have collaborated to produce a Shopper Report which identifies distinct shopper profiles in China and goes in depth to understand all the different stimuli behind any purchase decision in the FMCG category.
Over 20 interviews were conducted with Chief Executives and Chief Marketers of major international and local brands and the biggest retailers across China. Additionally, statistical, quantitative market segmentation research covering 900 consumers was carried out after a preliminary qualitative market exploration in tier one and tier two cities.
‘CHECKOUT CHINA’ can be served as marketing tool to help both manufacturers and retailers to build shopper strategies in an increasingly multi-channel retail environment.
To learn more about the study, please contact: shopper tbwa.com