Consumer Behavior & Shopper Marketing
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“Consumer Behavior & Shopper Marketing
In FMCG Post Financial Crisis”
Submitted To The Department Of Marketing In Partial Fulfillment Of The Requirements For The Degree Of
Masters in Business Administration (Marketing)
At the Lebanese University
Debate Committee
C.P.G : Dr Mohamed Jebaii
Supervisor: Dr Amal El-Kurdi
Co-supervisor: Dr. Abdl Hasan Haidar
Academic year
2008-2009
Dedication
This thesis is dedicated to my father, who taught me that the best kind of knowledge to have is that which is learned for its own sake. It is also dedicated to my mother, who taught me that even the largest task can be accomplished if it is done one step at a time,
Also, for my lovely sister & crazy brother & for myself….
Abstract
The purpose of this study was to identify the importance of Shopper marketing in generating more sales out & to shed the light on the importance of this new marketing tool in the marketing mix model especially in the time of crisis.
Both qualitative & quantitative research methodology was utilized in this study. The qualitative research data consisted of focus group with 4 local females done in October; 2009.The quantitative research data was gathered with the aide of questionnaire with 100 respondents randomly picked. Moreover a case study was conducted in the sales out of (Ariel & Persil) in Fahed Super Market during the period of Jan-09 till July-09.
الهدف من هذه الدراسة هو التعرف على أهمية الإستراتجية التسويقية عند بائعي التجزئة في مجال توليد المبيعات أكثر و إلقاء الضوء على أهمية هذا النظام الجديد من المزيج التسويقي النموذجي خاصة في أوقات الأزمات.
و قد اعتمدت منهجية البحث على كيل النوعي من البيانات الكمية و النوعية. البيانات النوعية تألفت من مجموعة تركيز تألفت من 4 نساء في شهر تشرين الأول.2009 . إما البيانات الكمية قد جمعت بواسطة استمارات ل 100 مستجيب انتقى عشوائيا.
Le but de cette étude était d'identifier l'importance de commercialisation d'Acheteur dans produisant plus
“Consumer Behavior & Shopper Marketing
In FMCG Post Financial Crisis”
Submitted To The Department Of Marketing In Partial Fulfillment Of The Requirements For The Degree Of
Masters in Business Administration (Marketing)
At the Lebanese University
Debate Committee
C.P.G : Dr Mohamed Jebaii
Supervisor: Dr Amal El-Kurdi
Co-supervisor: Dr. Abdl Hasan Haidar
Academic year
2008-2009
Dedication
This thesis is dedicated to my father, who taught me that the best kind of knowledge to have is that which is learned for its own sake. It is also dedicated to my mother, who taught me that even the largest task can be accomplished if it is done one step at a time,
Also, for my lovely sister & crazy brother & for myself….
Abstract
The purpose of this study was to identify the importance of Shopper marketing in generating more sales out & to shed the light on the importance of this new marketing tool in the marketing mix model especially in the time of crisis.
Both qualitative & quantitative research methodology was utilized in this study. The qualitative research data consisted of focus group with 4 local females done in October; 2009.The quantitative research data was gathered with the aide of questionnaire with 100 respondents randomly picked. Moreover a case study was conducted in the sales out of (Ariel & Persil) in Fahed Super Market during the period of Jan-09 till July-09.
الهدف من هذه الدراسة هو التعرف على أهمية الإستراتجية التسويقية عند بائعي التجزئة في مجال توليد المبيعات أكثر و إلقاء الضوء على أهمية هذا النظام الجديد من المزيج التسويقي النموذجي خاصة في أوقات الأزمات.
و قد اعتمدت منهجية البحث على كيل النوعي من البيانات الكمية و النوعية. البيانات النوعية تألفت من مجموعة تركيز تألفت من 4 نساء في شهر تشرين الأول.2009 . إما البيانات الكمية قد جمعت بواسطة استمارات ل 100 مستجيب انتقى عشوائيا.
Le but de cette étude était d'identifier l'importance de commercialisation d'Acheteur dans produisant plus