Cognitive factors affecting buying decision of young consumers: role of arousal and merriment

Prof Rajagopal

International Journal of Economics and Business Research, 2009, vol. 1, issue 4, 454-466

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 analyse arousal and satisfaction as behavioural drivers which influence buying behaviour 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 behaviour of the young consumers.

Keywords: arousal; buying decisions; customer values; leisure shopping; point of sales strategy; product experience; referrals; retailing; shopping behaviour; store ambience; young consumers; consumer behaviour; in-store ambience; customer satisfaction; Mexico. (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=24720 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijecbr:v:1:y:2009:i:4:p:454-466

Access Statistics for this article

More articles in International Journal of Economics and Business Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().