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...