How Customers Actually Shop: Customer Interaction with the Point of Sale

Roy Bradshaw and Hugh Phillips

The paper argues the need for significant modifications to the classical views of buyer behaviour in order both to fit the available data and also to increase their value in practical decision making.
  

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...

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