Effectiveness

This thesis covers the topic of "shopper marketing" in respect of providing a current definition, establishing why it's relevant as a growing area of marketing discipline particularly in the retail environment and spends the majority of the thesis reviewing shopper marketing measurement tools and their effectiveness. The retail environment is experiencing intense competition, especially in the Czech Market, where survival or growth depends on attracting shoppers. Shopper marketing is the evolving marketing science of trying to understand and influence the person making the final purchase, "the shopper". It follows that shopper marketing could present a competitive advantage to a retailer. In seeking to capture this advantage, this has driven an increase in shopper marketing investments in terms of budgets and people. With the increasing levels of shopper marketing investment businesses want to understand what return they are getting on this increasing investment. The majority of this thesis is spent on providing a summary of these measurement tools and reviewing their effectiveness. This effectiveness evaluation includes both a theoretical evaluation as well as a practical evaluation using data gained from a research project conducted using actual business data for a large FMCG company.