How Do We Orient Ourselves on the Shelf? Congruence

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 14 in 33 Phenomena of Purchasing Decisions, 2024, pp 71-75 from Springer

Abstract: Abstract This chapter presents scientific studies on customer orientation on the shelf, shows that congruence and the associated agreement between internal and external categorization of products has a significantly positive influence on the purchase intention, and discusses possibilities for deriving a shelf structure in retail.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_14

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DOI: 10.1007/978-3-658-44799-1_14

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