Definition
The person at the moment of purchase — who may differ from the consumer (who uses). The shopper decides at the shelf, with little time and their own criteria.
In practice
The mother buys the cereal, the child eats it. Packaging speaks to both — but the three seconds at the shelf belong to the mother.
Amplifik service related to this term
Consulting & planning
Diagnosis, annual plan, funnel, trade marketing and POS. Marketing direction as a service.
Related terms
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