Project #1693 - In store decision making

Paper on In-Store Decision Making

 

Your paper will provide an understanding of how and why consumers respond to in-store marketing actions. Begin with your Solomon text on In-Store Decision Making, pp. 350-353. Your paper should explore the purchase influences of marketing communications via traditional media, mobile devices, the internet, and social media, as well as in-store digital and non-digital signage. The consumer impact of the integration of such media and vehicles is of interest, as well. Also of interest is the manner in which these media are used, including personalization of messages and localization of targets. Compare responses to in-store pricing policies where there are everyday low prices vs. heavy promotional pricing events and couponing. Consumer response behavior may include in-store trial/consumption experiences, engagement experiences, promotionally induced motivation, etc. Your paper may also address some of the metrics for assessing different facets of in-store advertising and promotion aggregate response.

 

Some starter references appear below:

 

The Effectiveness of Customized Promotions in Online and Offline Stores. Zhang, Jie; Wedel, Michel. Journal of Marketing Research (JMR). Apr2009, Vol. 46 Issue 2, p190-206. 17p. 8 Charts.

 

The Impact of an Item-Based Loyalty Program on Consumer Purchase Behavior. Zhang, Jie; Breugelmans, Els. Journal of Marketing Research (JMR). Feb2012, Vol. 49 Issue 1, p50-65.

 

“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets.  Haans, Hans; Gijsbrechts, Els. Journal of Retailing. Dec2011, Vol. 87 Issue 4, p427-443.

 

Measuring and Managing Returns from Retailer-Customized Coupon Campaigns.  Venkatesan, Rajkumar; Farris, Paul W. Journal of Marketing. Jan2012, Vol. 76 Issue 1, p76-94.

 

Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions.  Ailawadi, Kusum L.; Neslin, Scott A.; Gedenk, Karen. Journal of Marketing. Jan2001, Vol. 65 Issue 1, p71-89.

 

 HAS TO BE 10 PAGE PAPER !!!!! MLA FORMAT!!!!!!

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Due By (Pacific Time) 12/18/2012
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