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Point of Purchase Communication: Role of Information Search, Store Benefit, and Shopping Involvement
(2011-05-27)
Point of Purchase (PoP) is the place where a customer is about to buy the product. This is the crucial point where the exchange takes place. It offers a last chance to remind or attract customers. In spite of a considerable ...
The Path to Purchase during Shopping
(2011-05-27)
Shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The decision making process and value perceptions could vary depending on individual shopping orientations, the cultural ...