publication . Master thesis . 2012

In-store buying behaviour : memories of forgotten needs

Kanabar, Amrita Dilipkumar Ranchhod;
Open Access English
  • Published: 17 Sep 2012
  • Country: Portugal
This study aims to better illustrate in-store buying behaviour, in terms of how different stimuli activate parts of shoppers’ brains to remember items that were not part of their shopping plans. The aim is to shed some light on shopper’s attitudes and reactions towards national brands or private labels, the impact of loyalty cards on cardholders’ shopping decisions, how shoppers with company behave differently than solo shoppers, and on the role of consumers’ hedonic and utilitarian motivations in determining shopping behaviour. In order to conduct the analysis proposed on this dissertation, it was used a set of primary data from a study that covered all stages ...
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