An Examination on the Effects of Attitude of Salesclerks on Impulse Purchases of Customers

Authors

  • Ji-Hun Lee et al.

Abstract

Background/Objectives: This study will provide implications for marketing strategies to improve management performance to current shopkeepers and prospective start-ups.

Methods/Statistical analysis: The questionnaire was distributed and collected among 357 consumers who had purchased goods more than once at a luxury store in Cheongju. The data collected have verified the suitability of the structured model and the causality of each concept.

Findings: Employees should be trained to provide appropriate responses to their customer base through consumer psychology training. In addition, sales should be maintained or improved, and customers should be subdivided into appropriate provocative behavior strategies to stimulate customer's damaged self-esteem to the compensation psychology to lead to impulse buying. It is important to study consumer psychology and receive education related to it so that customers feel angry but do not lead to emotional fights, but purchase.

Improvements/Applications: The store owners and prospective employers will be provided with suggestions on marketing strategies to improve management performance through psychological training of employees.

Keywords: Psychological Stimulation, Comparison with others, Comparing way of speaking, Self-esteem, Inducing anger, Impulsive buying.

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Published

2019-11-22

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Section

Articles