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Being the Shopper: Understanding the Buyer's Choice

Being the Shopper: Understanding the Buyer's Choice
Author: Phil Lempert
ISBN 13: 9780471151357
ISBN 10: 471151351
Edition: 1
Publisher: Wiley
Publication Date: 2002-06-11
Format: Hardcover
Pages: 245
List Price: $27.95

"Phil Lempert’s Being the Shopper may have been written for the benefit of marketers, but it also helps consumers understand why we buy what we buy. I, for one, will save money at the market as a result."

–– Jean Chatzky, Editor at Large

Money magazine

Being the Shopper reveals the subtle and important things that motivate consumers to buy. Supermarket Guru® Phil Lempert examines every aspect of shopper behavior to help you think like a consumer when creating selling stratagies.

In Being the Shopper, Lempert trails consumers as they shop, examining every detail of the retail experience, with a focus on effective ways to manipulate the customer’s visceral, emotional, and intellectual reaction to a product. He offers in-depth analysis of influential techniques such as in-store sampling, special pricing, packaging, and shelf positioning, giving readers unparalleled access to the inner thoughts of today’s shopper. Listen to customers’ real voices –– culled from Lempert’s research and the Supermarketguru.com consumer panel–– as they make purchasing decisions. Watch how shoppers react to marketing campaigns, and discover new ways to raise the appeal and name recognition of brands.

  • Understand how your product appeals (or doesn’t) to real shoppers
  • Hear actual accounts of the reasons shoppers choose some products over others
  • Inspire loyalty with better, more noticeable brand campaigns
  • Understand exactly what your customers want

"Part Four, Shopper’s Sense-abilities, is a must-read for every management team. One of the best eye-openers to help your key people understand what the customer really sees, feels, and smells on a supermarket trip that I have ever read."

–– Tim Hammonds, President and CEO

Food Marketing Institute


Drawing on years of interviewing consumers, the food trends correspondent for the television show shares methods for companies seeking to define and meet consumer desires and truthfully market health claims. Includes a 20th-century supermarket events timeline. Some references are noted in the text. Annotation c. Book News, Inc., Portland, OR (booknews.com)