Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?
Open Access
- 1 January 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 33 (1) , 79-83
- https://doi.org/10.1177/002224296903300113
Abstract
Impulse purchasing is an important aspect of customer in-store behavior as discussed in the previous article. The authors of this paper indicate that the concept, as presently employed, has limited usefulness as a basis for marketing decisions. They outline the problems marketers must confront in order to make the unplanned purchasing concept operational for marketing decisions.Keywords
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