Shopper Behavior at the Point of Purchase

Toni Schmidt

ISBN 10: 3631674945 / ISBN 13: 9783631674949

Edité par Peter Lang, Peter Lang Apr 2016, 2016

A propos de cet article

Neuware -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. 138 pp. Englisch.

N° de réf. du vendeur 9783631674949

Détails bibliographiques

• Titre: Shopper Behavior at the Point of Purchase
• Éditeur: Peter Lang, Peter Lang Apr 2016
• Date de parution: 2016
• Langue: anglais
• ISBN à 10 chiffres: 3631674945
• ISBN à 13 chiffres: 9783631674949
• Reliure: Buch
• État de l'article: Neu

A propos de ce titre

Synopsis

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.

À propos de l?auteur

Toni Schmidt studied Finance and Accounting as well as Business Administration at the University of St. Gallen. He completed his doctorate at the WHU-Otto Beisheim School of Management.