Over the past few years, retailers and manufacturers alike are increasing their attention and resources allocated to the practice of shopper marketing with the aim to influence consumers “in shopping mode”, when they are prepared to make a choice, along and beyond the entire path-to-purchase. Environmental changes, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits designed to gradually reduced the effectiveness of in-store marketing levers in influencing shopping behaviour. A new scenario seems to be opening up where more planning and preparation for shopping is carried out before the customer enter the store. Our work intends to explore the relationship between pre-trip activities and shopping behaviour in-store in order to understand if marketing levers could still influence consumers’ decisions in-store or, on the contrary, a more prepared consumer limit the effectiveness of shopper marketing by reducing impulse buying

Impact of pre-shopping activities on purchase decisions at the point of sale / Bellini, S.; Cardinali, M.G.. - (2015), pp. 1-8. ((Intervento presentato al convegno International Business Research Conference tenutosi a DUBAI nel 20-22 April 2015.

Impact of pre-shopping activities on purchase decisions at the point of sale

BELLINI, Silvia;CARDINALI, Maria Grazia
2015

Abstract

Over the past few years, retailers and manufacturers alike are increasing their attention and resources allocated to the practice of shopper marketing with the aim to influence consumers “in shopping mode”, when they are prepared to make a choice, along and beyond the entire path-to-purchase. Environmental changes, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits designed to gradually reduced the effectiveness of in-store marketing levers in influencing shopping behaviour. A new scenario seems to be opening up where more planning and preparation for shopping is carried out before the customer enter the store. Our work intends to explore the relationship between pre-trip activities and shopping behaviour in-store in order to understand if marketing levers could still influence consumers’ decisions in-store or, on the contrary, a more prepared consumer limit the effectiveness of shopper marketing by reducing impulse buying
978-1-922069-74-0
Impact of pre-shopping activities on purchase decisions at the point of sale / Bellini, S.; Cardinali, M.G.. - (2015), pp. 1-8. ((Intervento presentato al convegno International Business Research Conference tenutosi a DUBAI nel 20-22 April 2015.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/2789671
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