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

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Illogic inside the mind of the shopper

MICHAEL SANSOLO

Michael Sansolo, a former senior officer of the Food Marketing Institute (FMI) and editor of Progressive Grocer, is an independent consultant in the United States. The FMI conducts programmes in public affairs, food safety, research, education and industry relations on behalf of its 1,500 member companies – food retailers and wholesalers.

If shoppers were logical, simple beings, then understanding them and marketing to them would be incredibly simple. In reality, they are complex, illogical and increasingly and frequently contradictory, which makes the process of understanding them more challenging than ever.

Consider, for example, a small story from one US retailer. Each week this ...

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