2.3 Hypotheses Development 2.3.1 marketing and consumer purchase behavior In retailing business, marketing activities serving as incentives to buy typically from the product itself (its package, size and guarantees), pricing strategy, the distribution, and media advertising and other promotional efforts (Schiffman and Kanuk 2007; Kotler et al. 2009). Promotional activities can be at macro level (as for mass media) and can be at micro level (as for in-store marketing/ in-store shopping environment). However, companies nowadays are shifting their promotional expenditures from traditional out-of media advertising to store marketing as it is seen to be relatively cost effective, traceable, short run sales tool helping promote unique image of their products/brands. Therefore, a well planned in-store marketing strategy, namely in-store sales promotion, point of purchase display, products relocation, store personnel, and pleasant in-store shopping environment, can help retailers to increase sales. Sale /price discounts
2.3 Hypotheses Development 2.3.1 marketing and consumer purchase behavior In retailing business, marketing activities serving as incentives to buy typically from the product itself (its package, size and guarantees), pricing strategy, the distribution, and media advertising and other promotional efforts (Schiffman and Kanuk 2007; Kotler et al. 2009). Promotional activities can be at macro level (as for mass media) and can be at micro level (as for in-store marketing/ in-store shopping environment). However, companies nowadays are shifting their promotional expenditures from traditional out-of media advertising to marketing as it is seen to be relatively cost effective, traceable, short run sales tool helping promote unique image of their products/brands. Therefore, a well planned in-store marketing strategy, namely in-store sales promotion, point of purchase display, products relocation, store personnel, and pleasant in-store shopping environment, can help retailers to increase sales. Sale /price discounts store
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