文章基本信息

标题：IMPACT OF SHOPPER MARKETING ON PURCHASE DECISIONS OF INFORMATION TECHNOLOGY DEVICES FOR PERSONAL USE BY INDIAN CONSUMERS
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作者：D.DAVID WINSTER PRAVEENRAJ ; J.ASHOK
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2014
卷号：64
期号：3
出版社：Journal of Theoretical and Applied
摘要：The main objective of this study is to analyze the impact of shopper marketing elements on the purchase decisions of the Indian consumers in purchase of Information Technology Devices. The study focuses on the purchase behvaiour of Indian consumers in the purchase of domestic hardware devices like desktops, laptops, Smart phones and Tablets. This study has also taken into consideration about the purchase of peripherals like printers, modems etc Consumer behavior is an important consideration by any marketer when constructing a marketing plan. The important phase of purchase behavior exhibited by consumers about which every marketer would be eager to know and influence is the purchase decisions made by them. This article is discusses the impact of some of the elements of shopper marketing on purchase decisions made by Indian consumers in purchase of Information Technology Devices. 250 respondents which visited a retail outlet were interviewed about the role the elements like store atmospherics, in-store promotions and the sales persons played on influencing their purchases. Personal interview method was adopted using a structured questionnaire as a tool for data collection. A model was proposed and validated through Structural Equation Modeling. The result of the study shows a direct causal relationship of these shopper marketing elements on the purchase decisions of the consumers.
关键词：Information Technology products; Sales persons; In-store Promotions; Atmospherics; Structural Equation Modeling