Identifying factors affecting consumers purchase incidence at retail trade shows

Abstract

The purpose of this article is to examine variables influencing purchase incidences at retail trade shows. To this end, retailer and consumer related antecedent variables are proposed. The retailer related variables are represented by store environmental cues of sales staff services, store atmosphere and product assortment. The consumer related variables are represented by impulse buying tendency and perceived time pressure. Drawing on relevant literature, hypotheses are developed to link each of these variables to purchase incidence. Data were collected using questionnaire from shoppers (N = 95) at a large retail trade show. The hypotheses were tested using partial least square path modelling. The findings indicate that consumers' favorable evaluation of retailers' sales staff services, store atmosphere and product assortment led to more purchase incidences. The findings about the consumer related variables indicate that impulse buying tendency led to more purchase incidences whereas perceived time pressure led to fewer purchase incidences. Drawing on these results, several implications for practice and research are suggested.

A systematic review of the trade show marketing literature: 1980–2014

“…Although such efforts have been attempted in the past (e.g., Dawson et al, 2014;Gottlieb et al, 2011), and some studies are found in the literature that addressed the buying behavior of non-industrial actors (e.g., Tafesse & Korneliussen, 2012), there is still a considerable scope for more research.…”

Integrating Certainty Effect and Noninteractive Social Influence Into Impulse Buying

“…Consumers with a greater impulse buying tendency than others have are more likely to respond instantly to these tendencies (Amos et al, 2014). Therefore, impulse buying tendency is a psychologically important factor that merits consideration as a predictor of consumers' purchases (Tafesse & Korneliussen, 2012). For example, Honkanen, Olsen, Verplanken, and Tuu (2012) found that individuals' level of impulse buying tendency was reflected in their snacking habits, and Jones, Reynolds, Weun, and Beatty (2003) confirmed that people's impulse buying tendency toward clothing was positively associated with impulse buying of clothing.…”

Reassessing the Effect of Colour on Attitude and Behavioural Intentions in Promotional Activities: The Moderating Role of Mood and Involvement

“…Trade shows are considered an important marketing communications tool as they promote and sell the product, generate awareness and provide information for the product/service (e.g. Gottlieb, Brown & Ferrier, 2014;Tafesse & Korneliussen, 2012;Gopalakrishna et al, 1995). Little research has focused on B2C retail shows (Gottlieb, Brown & Ferrier, 2014).…”