کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029151 942607 2013 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
In-store demonstrations as a promotion tool
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
In-store demonstrations as a promotion tool
چکیده انگلیسی

Retailers and manufacturers jointly do their best to influence in-store customer behavior. One promotional tool often used by the industry but rarely studied by academics is in-store demonstrations. In this article we look at when and how demonstrations work the best. Two large field experiments were run and the results indicate that in-store demonstrations are powerful tools to increase sales. Furthermore, the results from the experiments show that the effectiveness of the demonstrations vary widely depending on when they and how they are executed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 20, Issue 1, January 2013, Pages 20–25
نویسندگان
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