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http://hdl.handle.net/11718/10792| Title: | Path to Purchase |
| Authors: | Sinha, Piyush Kumar |
| Keywords: | Marketing |
| Issue Date: | 9-May-2011 |
| Abstract: | • What is the consumer’s path to purchase while shopping in the case of high level of marketing spends and evolving store formats? • Do the AIDA or such models or purchase funnel still work? • What are the implications of the findings on in-store communication? • How does in-store communication need to be tailored to suit different categories of products, shoppers and retail formats? |
| URI: | http://hdl.handle.net/11718/10792 |
| Appears in Collections: | Research Projects |
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