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Arousal and Merriment as Decision Drivers among Young Consumers

Prof Rajagopal

No 2007-08-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyze arousal and satisfaction as behavioral drivers which influence buying behavior of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behavior of young consumers.

Keywords: Shopping behavior; store ambience; arousal; point of sales strategy; customer value; buying decision; leisure shopping; product experience; retailing; referrals (search for similar items in EconPapers)
JEL-codes: D12 M31 (search for similar items in EconPapers)
Date: 2007-12
New Economics Papers: this item is included in nep-mkt
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