The Hindu Business Line : MASH plans study of shopper behaviour

Madison Shopper Marketing (MASH), the recently launched shopper marketing consultancy wing of Madison Communications, will soon undertake a study to map the shopping behaviour of Indians across different retail formats.

Q&Q Research Insights, a Mumbai-based marketing research firm, has been commissioned to carry out this study for MASH.

The study will be called `MASH Shopper Scan.'

Across retail formats

Mr Anand Narasimha, CEO of MASH, said: "Many individual retailers may have studied shopper behaviour at their outlets, but there is no body of knowledge of shopper behaviour across retail formats. We hope to have a proprietary knowledge bank on the Indian shopper through MASH Shopper Scan."

To begin soon

The study will start by the end of this month and is expected to be completed in 3-4 months.

It will track the shopping behaviour of Indians across modern retail formats such as departmental stores, supermarkets, hypermarkets, malls, convenience stores, branded outlets and speciality outlets in tier I and select tier II cities.

The categories to be covered under speciality outlets include automobiles, consumer durables and computers, apparel, footwear, jewellery and watches, health, beauty and pharmaceuticals.

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