Shopper Behavior at the Point of Purchase

Toni Schmidt

ISBN 10: 3631674945 / ISBN 13: 9783631674949

Verlag: Peter Lang, Peter Lang Apr 2016, 2016

Beschreibung

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.

Bestandsnummer des Verkäufers 9783631674949

Bibliografische Details

• Titel: Shopper Behavior at the Point of Purchase
• Verlag: Peter Lang, Peter Lang Apr 2016
• Veröffentlichungsdatum: 2016
• Sprache: Englisch
• ISBN-10: 3631674945
• ISBN-13: 9783631674949
• Bindung: Buch
• Zustand: Neu

Über diesen Titel

Inhaltsangabe

The book explores two central aspects of shopper behavior at the POP based on an eye-tracking field-experiment: decision-making and how it is affected by in- and out-of-store factors, and post-decision choice satisfaction. Results show that retailers have less influence on in-store decision-making than manufacturers, despite controlling the POP.

Über die Autorin bzw. den Autor

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.