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Jurnal

JOURNAL OF MARKETING ANNIVERSARY

Keyword

consumer behavior, Poisson model, retailing, Tobit model, unplanned buying

Pengarang

  1. David R. Bell
  2. Daniel Corsten
  3. George Knox

    Subject

    MARKETING

    [Abstrak]

    Many
    retailers believe that a majority of purchases are unplanned, so they spend
    heavily on in-store marketing to stimulate these types of purchases. At the
    same time, the effects of “pres hopping” factors—the shoppers’ overall trip
    goals, store-specific shopping objectives, and prior marketing exposures—are
    largely unexplored. The authors focus on these out-of-store drivers and, unlike
    prior research, use panel data to “hold the shopper constant” while estimating
    unbiased trip-level effects. Thus, they uncover opportunities for retailers to
    generate more unplanned buying from existing shoppers. The authors find that
    the amount of unplanned buying increases monotonically with the abstractness of
    the overall shopping trip goal that is established before the shopper enters
    the store. Storelinked
     goals
    also affect unplanned buying; unplanned buying is higher on trips in which the
    shopper chooses the
     store for
    favorable pricing and lower on trips in which the shopper chooses the store as
    part of a multistore shopping trip. Although out-of-store marketing has no
    direct effect, it reinforces the lift in unplanned buying from shoppers who use
    marketing materials inside the store. The authors discuss the implications for
    retailers.

    Periode

    Vol 75, Nomor 1, Tahun 2011

    [Berkas]

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