Le dimensioni degli acquisti programmati e d'impulso

Author/s Maria Grazia Cardinali
Publishing Year 2008 Issue 2007/4
Language Italian Pages 24 P. 83-106 File size 88 KB
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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, Le dimensioni degli acquisti programmati e d'impulso in "MERCATI E COMPETITIVITÀ" 4/2007, pp 83-106, DOI: