Abstract:
This paper is centred around the results of two studies on planned and impulse purchases, by housewives, in four different super-markets. The method of the first study is similar to those of the DU PONT studies. The results emphasise factors bearing on decision behaviour, in particular: product and type of brand bought; situation of the item in the store; shopping habits of the housewife; etc. . . The other study aims at defining more precisely what is meant by an "impulse" purchase, and the reasons why some purchases, although planned are not performed. A preliminary sorting out shows how the final results will help to correct the common appraisal of planned and impulse purchases, and suggest conclusions on branding and point of sale policies.
This could also be of interest:
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