Shopper Marketing - January 2017 - 52
How do you predict your company's
shopper marketing budget will
change in 2017?
It will increase more than 10% - 12
It will increase 0% to 9.9% - 31
It will stay the same - 39.4
It will decrease 0% to -9.9% - 14.1
It will decrease more than -10% - 3.5
SHOPPER MARKETING JANUARY 2017
In late-October 2016, several thousand U.S.-based CPG marketing executives were emailed a questionnaire to
be completed online. The names were
drawn from Shopper Marketing magazine subscription and Path to Purchase
Institute membership lists, with an emphasis on those with director, manager
or senior executive titles.
From those emailings, 152 CPG marketing executives submitted full or partially completed surveys, with 70 filling
out the questionnaire completely. Each
respondent was entered into a drawing
for an Apple Watch Sport, which was
awarded to Liz Sterrett of Beam Suntory. The data was compiled and crosstabulated by Irwin Broh Research, Des
FOR ALL CHARTS
Respondents: Consumer product marketing executives. Please source all
charts to: the Path to Purchase Institute/Shopper Marketing magazine.
■ The Packaged Food & Beverage
category includes packaged food,
beverages, candy, beer, wine and
■ The Packaged Non-Food category
includes household items, pet food,
personal care, cosmetics and OTC
■ The Specialty category includes consumer electronics, sporting goods,
toys/video games, appliances, hardware, auto, apparel, footwear, greeting cards and office supplies.