Consumer Behavior & Shopper Marketing

Topics: Marketing, Financial crisis, Marketing mix Pages: 40 (12246 words) Published: June 12, 2010

“Consumer Behavior & Shopper Marketing
In FMCG Post Financial Crisis”

Submitted To The Department Of Marketing In Partial Fulfillment Of The Requirements For The Degree Of Masters in Business Administration (Marketing)
At the Lebanese University

Debate Committee
C.P.G : Dr Mohamed Jebaii
Supervisor: Dr Amal El-Kurdi
Co-supervisor: Dr. Abdl Hasan Haidar

Academic year


This thesis is dedicated to my father, who taught me that the best kind of knowledge to have is that which is learned for its own sake. It is also dedicated to my mother, who taught me that even the largest task can be accomplished if it is done one step at a time,

Also, for my lovely sister & crazy brother & for myself….


The purpose of this study was to identify the importance of Shopper marketing in generating more sales out & to shed the light on the importance of this new marketing tool in the marketing mix model especially in the time of crisis.

Both qualitative & quantitative research methodology was utilized in this study. The qualitative research data consisted of focus group with 4 local females done in October; 2009.The quantitative research data was gathered with the aide of questionnaire with 100 respondents randomly picked. Moreover a case study was conducted in the sales out of (Ariel & Persil) in Fahed Super Market during the period of Jan-09 till July-09.

الهدف من هذه الدراسة هو التعرف على أهمية الإستراتجية التسويقية عند بائعي التجزئة في مجال توليد المبيعات أكثر و إلقاء الضوء على أهمية هذا النظام الجديد من المزيج التسويقي النموذجي خاصة في أوقات الأزمات.

و قد اعتمدت منهجية البحث على كيل النوعي من البيانات الكمية و النوعية. البيانات النوعية تألفت من مجموعة تركيز تألفت من 4 نساء في شهر تشرين الأول.2009 . إما البيانات الكمية قد جمعت بواسطة استمارات ل 100 مستجيب انتقى عشوائيا.

Le but de cette étude était d'identifier l'importance de commercialisation d'Acheteur dans produisant plus de ventes hors & perdre la lumière sur l'importance de ce nouvel outil de commercialisation dans le modèle de mélange de commercialisation surtout dans le temps de crise.

Les deux qualitatif & la méthodologie quantitative de recherche a été utilisée dans cette étude. Les données qualitatives de recherche ont consisté en le groupe de foyer avec 4 femelles locales faites au mois d'octobre ; 2009. Les données de recherche quantitative ont été rassemblées avec l'assistant de questionnaire avec 100 répondants a choisi au hasard. De plus une étude de cas a été dirigée dans les ventes de (Ariel & Persil) dans Fahed le Marché Super pendant la période de Jan-09 jusqu'à juillet-09.


From the formative stages of this thesis, to the final draft, I owe an immense debt of gratitude to my supervisor, Dr. El-Kurdi Amal. Her sound advice and careful guidance were invaluable. I would also like to thank those who agreed to be interviewed, for, without your time and cooperation, this project would not have been possible. For their efforts and assistance, a special thanks as well to DR. Haidar AbdlHasan & DR. Jebaii Mohammed; Professor & Department Head for M2 Education. Finally, I would be remiss without mentioning Miss Waed serhan & Mrs. Mohammed Khalife, whose extreme generosity will be remembered always. To each of the above, I extend my deepest appreciation.

Table Of Contents

Table Of Contents10
List of Figures12
List of Charts & Tables13
Part One17
Consumer Behavior & Shopper Marketing in the shadow of Crisis17 Chapter 118
1.1.Financial Crisis Overview:20
1.2.WHY SHOPPER MARKETING MATTERS IN THE FINANCIAL CRISIS21 1.3.Shopper Trends in the shadow of Crises23
2.Consumer Behavior literature24
2.2.Four main applications of consumer behavior:25
2.3.Influences of Consumer Behavior26...
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