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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Shopper Behavior at the Point of Purchase - Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice (Hardcover, New edition)
Loot Price: R1,241
Discovery Miles 12 410
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Shopper Behavior at the Point of Purchase - Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice (Hardcover, New edition)
Series: Schriften zu Marketing und Handel, 18
Expected to ship within 12 - 17 working days
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This book explores two central aspects of shopper behavior at the
POP: decision-making itself and how it is affected by in-store and
out-of-store factors, with a focus on the role of in-store
attention, post-decision choice satisfaction and its determinants.
It empirically researches these aspects using data gathered in an
eye-tracking field experiment. These data allow for a precise
analysis of attention at the POP, as well as of many other
important variables of in-store decision-making. Overall, the
results show that retailers have less influence on in-store
decision-making than manufacturers, despite having control over the
POP, as out-of-store factors have a stronger impact on in-store
decision-making than in-store factors.
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