کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7433794 1483491 2016 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Changing purchasing habits through non-monetary point of sale strategies: The case of Australian oysters
ترجمه فارسی عنوان
تغییر عادت های خرید در راه های غیر نقدی از استراتژی فروش: مورد صدف استرالیا
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
In Australia, oysters are perceived as luxury products or are reserved for special occasions, making their consumption infrequent. Point of sale (POS) strategies can encourage consumers to increase purchase frequency. This paper reports the results of a field trial conducted for the Australian oyster industry to increase oyster purchase frequency. Five non-monetary POS strategies were trialled over 16 weeks in seven specialty seafood stores. While issues with store POS strategy compliance made evaluation difficult, sales increased by 15-20%; the most effective strategy was in-store sampling. Management and staff commitment to the POS campaign positively impacted results.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 33, November 2016, Pages 194-201
نویسندگان
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