Rousing recklessness: identifying ways to induce and manage impulse behavior in a thriving but traditional retail environment

This paper is essential for marketers wanting clear guidance on how to induce impulse purchasing in traditional Indian outlets.

Rousing recklessness - identifying ways to induce and manage impulse behavior in a thriving but traditional retail environment

Sangeeta Gupta, Ashok Nair and Anjali PuriACNielsen, India

Sucheta GovilFrito-Lay, India

INTRODUCTION

Impulse – the Paradox in Attempting to Predict and Manipulate it

As consumer, as retailer/marketer, and of course as that avid observer of consumer behavior – as researchers, we have seen impulse purchase happen often; consumers tell us again and again how they simply bought something (shoes, chips, a mobile handset, a footstool!) on a simple 'whim'!

While we may be familiar with...

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