Shopper marketing strategy in food retailing
The leading role of retailers in food industry marketing channels significantly contributes to shopper marketing affirmation. Shopper marketing is a new marketing paradigm which focuses on the shopper and point-of-sale. Results of thorough literature review on shopper marketing have been presented i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
2016-01-01
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| Series: | Ekonomika Poljoprivrede (1979) |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0352-3462/2016/0352-34621601189B.pdf |
| _version_ | 1818995549046571008 |
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| author | Bogetić Zoran Stojković Dragan Milošević Siniša |
| author_facet | Bogetić Zoran Stojković Dragan Milošević Siniša |
| author_sort | Bogetić Zoran |
| collection | DOAJ |
| description | The leading role of retailers in food industry marketing channels significantly contributes to shopper marketing affirmation. Shopper marketing is a new marketing paradigm which focuses on the shopper and point-of-sale. Results of thorough literature review on shopper marketing have been presented in this paper. In addition, research methodology includes surveying 1000 shoppers in food retail stores in Belgrade area. The paper considers and analyzes the characteristics of urban food retail market shoppers, and based on the findings of the conducted research concludes that adaptation of shopper marketing strategies is necessary. Significant research finding is that shoppers' perceptions in food retail market require a profiled approach to retail store strategy adjustments, which includes shopper marketing programs and activities. The paper opens a number of questions regarding possible approaches to shopper marketing by crisscrossing the variables of retail formats, sex, and shoppers' income categories. |
| first_indexed | 2024-12-20T21:15:36Z |
| format | Article |
| id | doaj.art-e58553abe9c6466287dfed4d001d36f3 |
| institution | Directory Open Access Journal |
| issn | 0352-3462 2334-8453 |
| language | English |
| last_indexed | 2024-12-20T21:15:36Z |
| publishDate | 2016-01-01 |
| publisher | Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt |
| record_format | Article |
| series | Ekonomika Poljoprivrede (1979) |
| spelling | doaj.art-e58553abe9c6466287dfed4d001d36f32022-12-21T19:26:26ZengNaučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, BukureštEkonomika Poljoprivrede (1979)0352-34622334-84532016-01-0163118920410.5937/ekoPolj1601189B0352-34621601189BShopper marketing strategy in food retailingBogetić Zoran0Stojković Dragan1Milošević Siniša2University of Belgrade, Faculty of Economy, Belgrade, SerbiaUniversity of Belgrade, Faculty of Economy, Belgrade, SerbiaCommission for Protection of Competition, BelgradeThe leading role of retailers in food industry marketing channels significantly contributes to shopper marketing affirmation. Shopper marketing is a new marketing paradigm which focuses on the shopper and point-of-sale. Results of thorough literature review on shopper marketing have been presented in this paper. In addition, research methodology includes surveying 1000 shoppers in food retail stores in Belgrade area. The paper considers and analyzes the characteristics of urban food retail market shoppers, and based on the findings of the conducted research concludes that adaptation of shopper marketing strategies is necessary. Significant research finding is that shoppers' perceptions in food retail market require a profiled approach to retail store strategy adjustments, which includes shopper marketing programs and activities. The paper opens a number of questions regarding possible approaches to shopper marketing by crisscrossing the variables of retail formats, sex, and shoppers' income categories.http://scindeks-clanci.ceon.rs/data/pdf/0352-3462/2016/0352-34621601189B.pdfshopper marketingfood retailingshopper preferencesretail formats |
| spellingShingle | Bogetić Zoran Stojković Dragan Milošević Siniša Shopper marketing strategy in food retailing Ekonomika Poljoprivrede (1979) shopper marketing food retailing shopper preferences retail formats |
| title | Shopper marketing strategy in food retailing |
| title_full | Shopper marketing strategy in food retailing |
| title_fullStr | Shopper marketing strategy in food retailing |
| title_full_unstemmed | Shopper marketing strategy in food retailing |
| title_short | Shopper marketing strategy in food retailing |
| title_sort | shopper marketing strategy in food retailing |
| topic | shopper marketing food retailing shopper preferences retail formats |
| url | http://scindeks-clanci.ceon.rs/data/pdf/0352-3462/2016/0352-34621601189B.pdf |
| work_keys_str_mv | AT bogeticzoran shoppermarketingstrategyinfoodretailing AT stojkovicdragan shoppermarketingstrategyinfoodretailing AT milosevicsinisa shoppermarketingstrategyinfoodretailing |