Outsourcing Salespeople in Building Arousal towards Retail Buying

Prof Rajagopal

No 2007-09-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Strategy of outsourcing salespeople (sales promoters) to prospect the customers through inter-personal communication and develop pre-purchase arousal for products and services is being increasingly employed by the manufacturing and marketing firms. Sales promoters are deployed at strategic locations such as in front of malls, large self-service stores, departmental stores and traffic islands in the city. This paper attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that sales promoters significantly stimulate interest among customers towards buying products and trigger shopping arousal. Consumers are influenced in making buying decisions by the product attractiveness and pre-purchase arousal generated by the sales promoters.

Keywords: Outsourcing; sales promotion; consumer behavior; retailing; brand value; motivation; inter-personal communications; consumer marketing; recreational retailing; customer relations (search for similar items in EconPapers)
JEL-codes: D10 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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Persistent link: https://EconPapers.repec.org/RePEc:ega:wpaper:200709

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