Marketing targeted at shoppers is becoming increasingly important in the marketplace.—Photo sgtt

HCM CITY (Biz Hub)— Marketing targeted at shoppers is becoming increasingly important in the marketplace, experts told a seminar in HCM City last week.

With the economy still in poor shape, shoppers are thinking harder about every item they put in their basket, so understanding their behaviors and motivations has become more critical than ever, they said.

Nguyen Pham Yen Nhi, customer marketing manager at consumer giant Unilever, said there are many factors affecting shoppers' purchasing decision, including place of purchase and how long they can spend for their purchase.

Sellers must find appropriate ways to display their products and have suitable marketing plans, she said.

With the motorbike being the main means of transport for most Vietnamese shoppers, manufacturers need to carefully consider the size products.

With 70 per cent of goods being distributed through traditional retail channels like markets and grocery shops, businesses need to focus on improving marketing for this channel.

There are differences between northern and southern as well as rural and urban markets, so businesses need to carefully study them geographically.

Organised by the Business Association of High-Quality Vietnamese Goods and the Leading Sales Training and Consulting Academy, the seminar attracted representatives from more than 100 local companies. — VNS