Decoding Shopper – Consumer Dichotomy

Tuhin Ray

Written by: Tuhin Ray

About the author: CEO, Malbros Group (Africa) | Vice President, Future Group (India) | Vice President, Aditya Birla Group (India) | Business Head, Spencer’s Retail Ltd (India) | Leadership Role (more than a decade) in Sales, Consumer and Customer Marketing, Colgate- Palmolive (India)

When we speak about the market dynamics and the consumption behaviour, there needs to be a deep understanding about the difference between shopper vs consumer. Generic marketing will draw upon consumer insights that relate to the perception of the product and the likeability of the product depending on product attributes.

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