Shopper Behavior at the Point of Purchase
ISBN:
978-3-631-67494-9
Verlag:
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Land des Verlags:
Deutschland
Erscheinungsdatum:
20.04.2016
Bearbeiter:
Reihe:
Schriften zu Marketing und Handel
Format:
Hardcover
Seitenanzahl:
120
Lieferung in 3-4 Werktagen
Versandkostenfrei ab 40 Euro in Österreich
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.
Schlagwörter
Biografische Anmerkung
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.
