The Four Types of Customers: New Lessons in Shopper Segmentation & Hierarchy of Needs

Authored By:
Gregory Smith
Point of Purchase Advertising International

This paper proposes that the methodology utilized by POPAI for the Shopper Engagement Study provides a sound framework for developing a universally applicable shopper segmentation model.  As the project is comprised of two concurrently executed modules it provides greater insight and datasets for which to observe and further understand shopping behavior.

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