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...