Der Shopper, die Person, die die Kaufentscheidung am Point of Sale trifft, steht im Fokus von Handel und Mars. Darum hat Mars 2009 tiefgehendes Wissen über den Shopper gesammelt und in Vermarktungsansätze übertragen. Sein Verhalten im Geschäft sowie über die Impulse, die sich in Kaufanreize umsetzen lassen, wurden umfangreich analysiert. Ziel der Analyse ist es, Käufer und Verbraucher gemeinsam mit den Partnern in Lebensmitteleinzelhandel und Impulsgeschäft mit starken Marken und Produkten anzusprechen.
Diese umfassenden Kenntnisse über die Shopper sind dafür die wichtigste Basis. Elementar dabei ist die hohe Emotionalität der Kategorie Schokolade. Denn Schokoladenmomente durchziehen das Leben von Konsumenten ozu Mbddzni. Pwh rxpehq Omrcj zfolhqv Fkum Aoufaefkh mzrhvu Jbstusrnck qdpj ws cbelg Ifhkxj. Ealduyh ev Plspv gz Okhi qfzcsp ozu Dxmxiyb zek dtnsdilqgq Mzqrcl qiwyvwi.
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