文章基本信息

标题：A STUDY OF FACTORS AFFECTING IMPULSE BUYING BEHAVIOUR OF CONSUMERS AT MALLS (DELHI)
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作者：Mohd. Rumzi Taushif ; Manisha Gupta
期刊名称：International Journal on Research and Development : A Management Review
印刷版ISSN：2319-5479
出版年度：2013
卷号：2
期号：2
页码：46-50
出版社：Institute for Research and Development India
摘要：Today, retailers are increasingly making use of various in-store influencers for converting browsers to spenders. However, success depends on how the customers perceive these influencers. The phenomenon of impulse purchasing has been studied in consumer research as well as for example in psychology and economics since the 1950s. In brick-and-mortar retailing, impulse purchases have been an important source of revenue for retailers. This study attempted to investigate the relationship of various factors, with impulse buying tendency of consumers in the Delhi region. This article empirically evaluates the perception of the customers towards various in-store stimuli that is, price, merchandise, promotion, displays and ambience, across stores located in Delhi
关键词：Impulse buying; organized retail; demographic; ; point of purchase