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Outsourcing Salespeople in Building Arousal towards Retail Buying

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Author Info

  • Rajagopal

    ()
    (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

Strategy of outsourcing salespeople (sales promoters) to prospect the customers through inter-personal communication and develop pre-purchase arousal for products and services is being increasingly employed by the manufacturing and marketing firms. Sales promoters are deployed at strategic locations such as in front of malls, large self-service stores, departmental stores and traffic islands in the city. This paper attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that sales promoters significantly stimulate interest among customers towards buying products and trigger shopping arousal. Consumers are influenced in making buying decisions by the product attractiveness and pre-purchase arousal generated by the sales promoters.

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File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2007-09-MKT.pdf
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Bibliographic Info

Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2007-09-MKT.

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Date of creation: Dec 2007
Date of revision:
Handle: RePEc:ega:wpaper:200709

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Web page: http://www.ccm.itesm.mx/egap/
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Related research

Keywords: Outsourcing; sales promotion; consumer behavior; retailing; brand value; motivation; inter-personal communications; consumer marketing; recreational retailing; customer relations;

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