FACTORS IN THE SHOPPING SPACE AFFECTING IMPULSE PURCHASE BEHAVIOR OF CONSUMERS IN VIETNAMESE SUPERMARKETS
Keywords:
The atmosphere in the booth, the spontaneous buying behavior, the shopping space, the length of time to access the product, the display of the product.
Abstract
When conducting research in marketing, marketers are especially concerned
with the buying behavior of consumers. The study clarifies how factors in the
supermarket stall affect consumers' impromptu buying behavior. From there,
retailers and marketers can establish ways to encourage consumers to buy more
spontaneously, making a significant contribution to the total sales at
supermarkets. Research is done with a sample of 506 consumers by quantitative
methods. The results show that the factors of Shopping Space, Atmosphere in
the booth, Display of products and Length of product access all affect the
spontaneous buying behavior of consumers.
điểm /
đánh giá
Published
2021-10-15
Issue
Section
KINH TẾ-XÃ HỘI