Having in mind the ever growing imp

Having in mind the ever growing importance of shopper marketing, the question arises whether defining a uniform shopper marketing strategy can produce the desired results or is it, in fact, necessary to make certain adjustments depending on the needs and characteristics of the targeted group of shoppers. The subject of this research is directed to understanding of the needs and local characteristics of shoppers in a specific field of trade. The aim of this paper is to show, through understanding and analysis of local market needs and characteristics, whether adaptations of shopper marketing strategy are necessary or not.Therefore the following statement is used as the starting hypothesis for this research:The differences in shoppers’ requirements at retail formats level impose the necessity of adaptable shopper marketing.