, PLEASE USE THIS DOCUMENT AS A GUIDE TO ANSWER YOUR ASSIGNMENT
TABLE OF CONTENT
Assignment 1 Corrected Page 3
Assignment 2 Corrected Page 12
Assignment 3 Page 16
References Page 19
, Assignment 1 Corrected
1. Introduction
This assignment focuses on applying the concept of shopper marketing to the case of Mopani worms,
exploring how branding and packaging strategies can be designed to influence consumer behaviour.
In the contemporary retail environment, shopper marketing has emerged as a critical discipline,
focusing on understanding the shopper's mindset and behaviour at the point of purchase to stimulate
product selection (Shankar et al., 2011). For Mopani worms—a traditional, culturally significant
food source with growing economic potential—effective shopper marketing is vital. In light of recent
supply shortages, rising consumer awareness of sustainability, and the goal of enhancing rural
livelihoods, shopper marketing provides a strategic avenue to position Mopani worms as both a
sustainable, profitable commodity and a valued cultural heritage product (Dube & Moyo, 2023).
2. Shopper Marketing and Its Growing Importance
Shopper marketing can be defined as the planning and execution of all marketing activities that
influence a shopper along, and beyond, the entire path-to-purchase, from the initial awareness trigger
to the final buying decision (Shankar et al., 2011). Unlike traditional marketing, which often focuses
on building long-term brand equity and general customer loyalty, shopper marketing is intensely
focused on the specific context and triggers of the purchase decision itself. It effectively bridges
marketing and sales by integrating insights into shopper psychology with practical, point-of-sale
interventions. These include in-store displays, packaging design, digital promotions, and branding
elements that are proven to drive immediate purchasing behaviour (Sujanska and Nadanyiova, 2023).
The growing importance of shopper marketing is directly linked to fundamental shifts in consumer
behaviour and the rapid evolution of the retail technology landscape. The rise of digital touchpoints
has created a more complex, non-linear customer journey, necessitating a more integrated approach
(Lemon & Verhoef, 2016). Furthermore, technological innovations like augmented reality and
virtual immersive experiences are creating new opportunities for product interaction and
personalisation, demanding more engaging shopper marketing strategies (Rejeb, Rejeb and
Treiblmaier, 2023; Erensoy et al., 2024). The shift towards omnichannel retailing means consumers
now expect a seamless experience across physical stores, online platforms, and mobile applications,
forcing businesses to develop cohesive and compelling strategies that resonate across all channels
(Beck & Rygl, 2015). These developments underscore that modern shopper marketing extends far
beyond in-store displays to encompass the entire, integrated shopper journey.
Shopper marketing will play a critical role in the case of Mopani worms. They represent a greener
and more sustainable source of protein compared to conventional livestock, a quality that strongly
resonates with global consumer trends towards ecologically sound and health-friendly products (van
Huis et al., 2021). Simultaneously, the deep cultural heritage attached to Mopani worms in Southern
Africa provides a unique narrative of authenticity, offering a lucrative opportunity for rural
livelihoods (Dube & Moyo, 2023). The powerful market trends of increasing sales of alternative
proteins, convenient snacks, and sustainably sourced foods create a viable opportunity to position
Mopani worms in the modern retail landscape as a premium, eco-friendly, and nutritious product
(Brunner & Nuttavuthisit, 2020). By applying shopper marketing principles, it becomes possible to
not only satisfy traditional consumers but also to attract emerging market segments searching for
sustainable and novel food options through the strategic repositioning of Mopani worms.
TABLE OF CONTENT
Assignment 1 Corrected Page 3
Assignment 2 Corrected Page 12
Assignment 3 Page 16
References Page 19
, Assignment 1 Corrected
1. Introduction
This assignment focuses on applying the concept of shopper marketing to the case of Mopani worms,
exploring how branding and packaging strategies can be designed to influence consumer behaviour.
In the contemporary retail environment, shopper marketing has emerged as a critical discipline,
focusing on understanding the shopper's mindset and behaviour at the point of purchase to stimulate
product selection (Shankar et al., 2011). For Mopani worms—a traditional, culturally significant
food source with growing economic potential—effective shopper marketing is vital. In light of recent
supply shortages, rising consumer awareness of sustainability, and the goal of enhancing rural
livelihoods, shopper marketing provides a strategic avenue to position Mopani worms as both a
sustainable, profitable commodity and a valued cultural heritage product (Dube & Moyo, 2023).
2. Shopper Marketing and Its Growing Importance
Shopper marketing can be defined as the planning and execution of all marketing activities that
influence a shopper along, and beyond, the entire path-to-purchase, from the initial awareness trigger
to the final buying decision (Shankar et al., 2011). Unlike traditional marketing, which often focuses
on building long-term brand equity and general customer loyalty, shopper marketing is intensely
focused on the specific context and triggers of the purchase decision itself. It effectively bridges
marketing and sales by integrating insights into shopper psychology with practical, point-of-sale
interventions. These include in-store displays, packaging design, digital promotions, and branding
elements that are proven to drive immediate purchasing behaviour (Sujanska and Nadanyiova, 2023).
The growing importance of shopper marketing is directly linked to fundamental shifts in consumer
behaviour and the rapid evolution of the retail technology landscape. The rise of digital touchpoints
has created a more complex, non-linear customer journey, necessitating a more integrated approach
(Lemon & Verhoef, 2016). Furthermore, technological innovations like augmented reality and
virtual immersive experiences are creating new opportunities for product interaction and
personalisation, demanding more engaging shopper marketing strategies (Rejeb, Rejeb and
Treiblmaier, 2023; Erensoy et al., 2024). The shift towards omnichannel retailing means consumers
now expect a seamless experience across physical stores, online platforms, and mobile applications,
forcing businesses to develop cohesive and compelling strategies that resonate across all channels
(Beck & Rygl, 2015). These developments underscore that modern shopper marketing extends far
beyond in-store displays to encompass the entire, integrated shopper journey.
Shopper marketing will play a critical role in the case of Mopani worms. They represent a greener
and more sustainable source of protein compared to conventional livestock, a quality that strongly
resonates with global consumer trends towards ecologically sound and health-friendly products (van
Huis et al., 2021). Simultaneously, the deep cultural heritage attached to Mopani worms in Southern
Africa provides a unique narrative of authenticity, offering a lucrative opportunity for rural
livelihoods (Dube & Moyo, 2023). The powerful market trends of increasing sales of alternative
proteins, convenient snacks, and sustainably sourced foods create a viable opportunity to position
Mopani worms in the modern retail landscape as a premium, eco-friendly, and nutritious product
(Brunner & Nuttavuthisit, 2020). By applying shopper marketing principles, it becomes possible to
not only satisfy traditional consumers but also to attract emerging market segments searching for
sustainable and novel food options through the strategic repositioning of Mopani worms.
