کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1028722 1483491 2016 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Segmentation of impulse buyers in an emerging market – An exploratory study
ترجمه فارسی عنوان
تقسیم بندی از خریداران پالسی در یک بازار نوظهور - مطالعه اکتشافی
کلمات کلیدی
تقسیم بندی؛ رفتار خرید آنی ؛ تمایل/خصلت خرید آنی ؛ مشخصات روانی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

Impulse buying promises to be a dominant buying behaviour in the highly conducive environment of emerging markets like India. However, existing research in these markets is largely within the context of product or market driven factors with inadequate focus on psychological exploration. The present study emphasizes on the role of an individual with underlying personality trait of impulse buying tendency being the focal point of the planned investigation. It uses the knowledge of impulse buying tendency and its contextual indicators as an effective taxonomical tool to profile the retail consumers’ psychologically and capture their demographic diversity. The analysis identifies and profiles three distinct impulse buying consumer segments: proactive impulsive, hesitant-hedonist and pragmatic-rationalist; thus providing manufacturers and retailers an effective marketing tool to address different consumer groups.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 33, November 2016, Pages 53–61
نویسندگان
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