Abstract
A study of 1014 consumers at four convenience food stores was conducted to identify the characteristics of impulse purchasing behavior and develop a methodologyeally Hatmd proeeJure for Htudying such behavior. The stwly found that impulse purchasing behavior is significant, varies by product line, and is not necessarily effected by In-store merchandising programs. It was also found that a pre-purchase/post-purchase study procedure can be an appropriate methodology if it is supplemented by an after-purchase interview.
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References
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Welch, J.L. (2015). An Assessment of the Significance of Impulse Purchasing for Convenience Store Retailers. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_47
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DOI: https://doi.org/10.1007/978-3-319-16976-7_47
Publisher Name: Springer, Cham
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