Prashar, Sanjeev; Parsad, Chandan; Vijay, T Sai - In: International Journal of Strategic Decision Sciences (IJSDS) 7 (2016) 2, pp. 40-56
Researches over the years have posited that most of the purchasing decisions made by shoppers are unplanned and mostly made inside the store. Every year retailers spend huge amount on in-store promotion and store environment to gain consumers' attention and stimulate them for such impulsive...