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.
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