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Point of Purchase Communication: Role of Information Search, Store Benefit and Shopping Involvement

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  • Piyush Kumar Sinha

    ()

  • Dwarika Prasad Uniyal

    ()

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    Abstract

    Point of Purchase (PoP) is the place where a customer is about to buy the product. This is the crucial point where the exchange takes place. It offers us a last chance to remind or attract customers. In spite of a considerable expenditure on point of purchase material by companies, there is a lack of an established method of measuring the effectiveness of communication at the retail outlet. The current study is an attempt to define and measure the extent of usage of PoP by consumers while shopping. It explores the phenomenon with the help of an experimentation using two main variables; level of information search and store benefits sought. It uses shopping involvement as a mediating variable. During the course of study scales for usage of PoP communication and shopping involvement were developed. In-depth interviews were carried among shoppers to understand their motivations and gratifications with regard to shopping. The interview findings were used to develop scales, which were tested before being used during the experiment. The experiments involved building scenarios specific to shopping situations. Participant observations were carried out at stores with different formats. The study found that all the three variables were significant in terms of main as well as interaction effects. Based on the findings the authors suggest a framework for enhancing the effectiveness of PoP Communication. [W.P. No. 2009-11-07]

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    Bibliographic Info

    Paper provided by eSocialSciences in its series Working Papers with number id:2659.

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    Date of creation: Jul 2010
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    Handle: RePEc:ess:wpaper:id:2659

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    Keywords: Purxhase; Communication; Information; store benefit; shopping involvement;

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    1. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    2. Furse, David H & Punj, Girish N & Stewart, David W, 1984. " A Typology of Individual Search Strategies among Purchasers of New Automobiles," Journal of Consumer Research, University of Chicago Press, vol. 10(4), pages 417-31, March.
    3. Beatty, Sharon E & Smith, Scott M, 1987. " External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, University of Chicago Press, vol. 14(1), pages 83-95, June.
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