Building Shopping Arousal Through Direct Marketing in Retail Environment

Building Shopping Arousal Through Direct Marketing in Retail Environment

Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch012
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Abstract

This study attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customers’ value through empirical investigation in Mexico. The role of outsourced salespeople who act as sales promoters in stimulating arousal and satisfaction as behavioral drivers, which influence buying behavior of consumers and measures the extent of satisfaction, has been analyzed. Also, customer prospecting as direct marketing strategy through outsourced salespeople in swaying the leisure shopping and driving brand loyalty is discussed in the study.

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