Towards a deeper understanding of in-store shopping behavior. Virtual Reality: breakthrough in shopper insights
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2017
- handle: 10670/1.aasa8q
- dumas-01709513
http://creativecommons.org/licenses/by-nc-nd/ , info:eu-repo/semantics/OpenAccess
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Animal behavior Habits and behaviorCiter ce document
Oumnia Sadouani, « Towards a deeper understanding of in-store shopping behavior. Virtual Reality: breakthrough in shopper insights », DUMAS - Dépôt Universitaire de Mémoires Après Soutenance, ID : 10670/1.aasa8q
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Résumé
Today’s shopper is different from yesterday’s and probably wouldn’t relate to tomorrow’s. The way shoppers shop has changed with the proliferation of technology. More connected and knowledgeable, they gained the power over brands and retailers. This dynamic is sending shockwaves through companies who turn to Market Research to better understand their shoppers in order to upsell them and thrive. The purpose of this paper is to contextualize the need of new Shopper Insights whilst the fastchanging demands and the ever-shifting shopper behavior with a mere given attention to in-store where a great deal of decision making is made, examine the state of art of current shopper research methods employed and delineate where they fall short to eventually instance how technological advances in Virtual Reality enable researchers garner faster, realistic and reliable feedback into shopper behavior.