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Le dimensioni degli acquisti programmati e d'impulso
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Maria Grazia Cardinali 
Year:  2007 Issue: Language: Italian 
Pages:  24 Pg. 83-106 FullText PDF:  88 KB

This paper reviews the literature on impulse purchasing and various definitions and explanations of the phenomena are examined. On the background of economic recession, some hypotheses of changes in impulse purchasing were developed. These hypotheses were tested by developing and administering a questionnaire to a sample of consumers. The study shows how in store marketing levers are unable to influence the amount of purchasing but continue to influence brand and product choices. Theoretical and marketing implications are discussed. Keywords: shopping behaviour, planned and impulse behaviour, in store marketing, trade marketing.

Maria Grazia Cardinali, in "MERCATI E COMPETITIVITÀ" 4/2007, pp. 83-106, DOI:

   

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