Thursday, June 28, 2012

Shopper Spotlight: For PepsiCo, India is a Land of Shoppertunities

This blog is co-posted with the Shopper360 Blog.

Shopper Insighter Podcast Interview Takes a Research Tour of India
By Marc Dresner, IIR USA

India—like many emerging markets—has been undergoing tremendous transition at retail.

“The Indian market is actually at a very, very nascent stage where modern trade is concerned,” said Sangeeta Gupta, Senior Consultant, Insights & Consumer Strategy for PepsiCo India.

“The big challenge is how do you put all of the changes taking place together and actually foresee what the landscape of the modern trade industry is going to be?” added Gupta.

In this exclusive interview for the Shopper Insighter podcast series, Gupta discusses:
• The introduction of “choice” at retail and how research into decision makng is being deployed to manage this major development
• The rise of ubiquitous mobile in India and its implications for the shopping experience
• Partnering, innovation and experimentation…

Listen to the interview!
Download a transcript!

At The Market Research Event 2012 this November, Pepsi will be on hand to share many of the aspects of their shopper research including Understanding Local Culture to Build Effective Research Strategies in International Markets: A Focus on Russia; The Next Evolution of Shopper Insights…Behavior Design; Show Me the Money: The Role Psychology & Understanding Emotions Play in Shopper Store and Product Selection; The Art of Storytelling: Getting Traction and Action and more.  For more on Pepsi's presence at The Market Research Event, download the agenda here.  If you'd like to join Pepsi at TMRE, register to join us today and mention code TMRE12BLOG to save 15% off the standard rate!

Editor’s note: Sangeeta Gupta will be delivering a presentation titled: “The Five Cs of the Bazaar in Modern Retail: Context, Conversation, Comfort, Celebration and Culture” at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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