Building Shopping Arousal through Direct Marketing in Retail Environment

Abstract

This article attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that outsourced salespeople significantly stimulate customer interest toward buying products and trigger shopping arousal. Product attractiveness and pre-purchase arousal generated by the sales promoters influences consumer buying decisions. The study reveals that pre-purchase arousal is felt by the consumers through product advertisements, inter-personal communications, and product simulations provided by the sales promoters. Consumers experience post-purchase arousal as an extended benefit associated with purchase of the product.

KEYWORDS:

• consumer behavior
• customer relations
• direct marketing
• Mexico
• outsourcing
• retailing
• sales promotion

ACKNOWLEDGMENT

The author acknowledges the support provided by Amritanshu Rajagopal, student of Industrial and Systems Engineering of ITESM, Mexico City Campus in data collection, translation of questionnaires in Spanish language, computing the data and developing tables in this study.

Notes

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^aVariable segments are formed from the variable groups chosen for the study as exhibited in Table 1.

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