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

Sangeeta Gupta, Ashok Nair, Anjali Puri and Sucheta Govil

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...

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