摘要
冲动购买(非计划购买)是指顾客在超市上所购买的商品是来超市之前所没有预定要购买的行为。冲动购买的类型有三种:纯冲动型、刺激冲动型、计划冲动型。影响消费者冲动购买行为的主要因素有:顾客特征、商品因素、经济因素、环境因素、促销因素等。为了争夺顾客,商家引导冲动购买的策略有:挖掘热卖点、巧用招徕空价法和POP广告、营造现场气氛和现场促销活动等。
Impulsive purchase,or unplanned purchase,refers to purchase that is done is not expected before customers come to the supermarket.It includes three tyypes as pure,incentive and planned one.In this paper,the author discusses the chief elements that affect customers' impulsive purchase and the tactics that businessmen use to tempt customers
出处
《山西高等学校社会科学学报》
2005年第6期49-50,共2页
Social Sciences Journal of Universities in Shanxi
关键词
顾客
超级市场
冲动购买
影响因素
策略
customers
supermarket
impulsive purchase
influential elements
tactics
