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Shoppers under the microscope

A new consulting company that uses market research to explore the hows, whys and wherefores of consumer shopping styles, trends, likes and dislikes is aiming to explain shopping behaviour, ensuring both a better understanding of consumer shopping needs and in-store delivery aligned to shopper needs and expectations.

4 May 2005

Science of Shopping is headed by Johan van Wyk, who has 14 years of experience in category management, channel and customer marketing, and retail strategy development and implementation.

"In South Africa an awareness of multifaceted habits, cultures and perceptions is very important in studying shopping behaviour, and Science of Shopping understands this, taking into account the needs and expectations of a multitude of different shoppers from a multitude of different demographic backgrounds - understanding who these shoppers are, what they buy, when they buy, where they buy, why they buy, and how they buy," says Van Wyk.