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Outsourcing Salespeople in Building Arousal towards Retail Buying

Author

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  • 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.

Suggested Citation

  • Rajagopal, 2007. "Outsourcing Salespeople in Building Arousal towards Retail Buying," Marketing Working Papers 2007-09-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    • Handle: RePEc:ega:wpaper:200709
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    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2007-09-MKT.pdf
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    More about this item

    Keywords

    Outsourcing; sales promotion; consumer behavior; retailing; brand value; motivation; inter-personal communications; consumer marketing; recreational retailing; customer relations;
    All these keywords.

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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