This paper is essential for marketers wanting clear guidance on how to induce impulse purchasing in traditional Indian outlets. Interesting profiles of the Indian shops , shopkeepers and shoppers, and the dynamics between them resulting in five types of impulse shopping are clearly defined, explored and integrated to illustrate the way forward. Case studies of the few brands that despite constraints have been staggeringly successful in creating breakthrough visibility in-store are covered too. The paper employed a multi-faceted approach covering retail store audit data analyses and customized quantitative and qualitative methods.
Too much reality?
Catalogue: Congress 2011: Impact
Authors: Sangeeta Gupta, Anjali Puri
Companies: KANTAR TNS Malaysia, PepsiCo
September 18, 2011
Catalogue: Qualitative 2009: The Evolving Human
Author: Anjali Puri
June 15, 2009
Jack in the tiffin box
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Subhransu Rout, Sangeeta Gupta, Farheen Romani
November 28, 2004
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