Shopper Insights

Influencing Consumer Behaviour

Everyday millions of shoppers are making decisions whether or not to buy your product. Understanding these decisions, the reasons behind them, and the ways we can influence them is essential to grow brands and categories.

Every shopper is bombarded with a host of marketing messages in their journey from home to the shelf. This can include advertising, habit, family needs, promotions, pricing, merchandising, packaging, and product information. Each one of these will have an influence on their decision in front of the shelf. The question is, which are the most important influencers? And, where should we invest in order to most effectively change the decision?

Shopper Insights from MEMRB and IRI help suppliers and retailers develop a deep understanding of the influences on shopper decisions. With this knowledge, MEMRB and IRI are able to provide clear actionable recommendations on adapting sales and marketing plans to:

• reflect the way shoppers behave
• change shopper behaviour to grow brands and categories