How Customers Actually Shop: Customer Interaction with the Point of Sale
Hugh PhillipsLeicester Business School andRoy BradshawUniversity of Nottingham
INTRODUCTION
One of the main problems with many classical theories of consumer behaviour is that they condemn the customer to a role of semi-passive reaction in the purchasing situation. Such models imply that it is sufficient merely for a customer to establish a predisposition to purchase a particular product for that product to be purchased.
However, in this paper we propose an alternative model of buyer behaviour which we believe provides a better fit with...