Consumers are the ultimate multi-taskers. While marketers often view a consumer narrowly as a potential purchaser of their product or shopper of their stores, the reality is that consumers fulfill multiple roles -- end user, shopper and buyer -- all of which are interrelated.
To influence consumer behavior, marketers who focus on the total consumer will have an edge. An edge that is sorely needed in markets in which demand is not growing on its own, traditional methods of increasing demand are losing their efficacy and the competition for a piece of the pie is intensifying.
This report shares new global insights into consumer behavior across these three roles to form the foundation of marketing and merchandising strategies that drive increased store traffic, larger baskets and brand and category growth.