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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Science of shopping

GOPI KRISHNASWAMY

Gopi is the founder director of Insight Instore, one of India’s fastest-growing shopper marketing consultancies. He has spent over 17 years in the domain of brand retail convergence both in India and internationally, and has worked with some of the best marketing minds around.

The shopper at the bottom of the pyramid

  • Rural India contains 72 per cent of the population and contributes half the country’s GDP.
  • Even in 2025, according to a McKinsey report, 63 per cent of India’s population will continue to live in rural areas.
  • India’s rural areas are growing at a robust rate of 25 per cent.
  • While the per capita income is lower than urban areas, the customer base is thrice that of urban areas.
  • Rural India ...

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