Abstract: The article discusses the results of an empirical research conducted to analyze promotion excess impact on consumer behavour in the grocery sector. The pursued aims are the understanding of alteration nature (conjunctural od structual) by means of hypothesis examination related to evaluation of inflation rate and retailers prices, store and brand loyalty. The factors that guide store and brand consumer choices are studied in order to orient to orient retail market. The research has been conducted in colalboration with one of the leading Italian retailer, using fidelity card data to form the sample.
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