E- Sales Promotion Membentuk Impulse Buying Konsumen
نویسندگان
چکیده
منابع مشابه
Sales Promotion Models
Firms spend a significant part of their marketing budgets on sales promotions. Retail (2012) indicates that during 1997–2011, promotion accounted for roughly 75% of marketing expenditures for US packaged goods manufacturers; the other 25% was for advertising. In 2011, 58% of the budget was spent on promotion to the trade (i.e., from manufacturers to retailers), and 15% on manufacturer promotion...
متن کاملOnline Impulse Buying and Product Involvement
Do consumers behavior different on the Internet from other marketing channels? This study investigates impulse buying behaviors in both traditional store and online shopping contexts. The results show that impulsive buying tendency and involvement with clothing products is positively associated with impulse buying behavior of clothing in traditional store shopping, but not online. For computer ...
متن کاملImpulse Buying and Equilibrium Price Dispersion∗
Many purchases are unplanned and so do not fit comfortably within standard neoclassical consumer theory. We model such ”impulse” purchases by a simple reservation price rule used by impatient consumers. The equilibrium exhibits price dispersion in pure strategies, with lower price firms earning higher profits. The range of price dispersion increases with the number of firms: the highest price i...
متن کاملMotivation for online impulse buying: A two-factor theory perspective
Impulse buying accounts for a large proportion of consumer shopping behavior in the bricks-and-mortar retail market. Online retailers also expect to profit from impulse buying. It is therefore interesting and beneficial to investigate the design elements of online stores and the sales promotion stimuli that eretailers can use to either arouse consumers’ desire or decrease their self-control to ...
متن کاملEffects of media formats on emotions and impulse buying intent
One way of generating revenue from broadband media content rests upon the assumption that multi-media content may trigger a greater intent to buy products and services impulsively. An experiment was performed in order to explore the effects of media formats on the emotions and impulse buying intentions for music compact discs (CDs). Three distinct media formats of World Wide Web pages were set ...
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ژورنال
عنوان ژورنال: J-IKA
سال: 2020
ISSN: 2549-3299,2355-0287
DOI: 10.31294/kom.v7i1.6899