Outsourcing salespeople in building arousal towards retail buying

Abstract

The strategy of outsourcing salespeople (sales promoters) to prospect for customers through inter-personal communication and develop pre-purchase arousal for products and services is being increasingly employed by manufacturing and marketing firms. Sales promoters are deployed at strategic locations such as in front of malls, large self-service stores, departmental stores and traffic islands in the city. This paper attempts to analyse behavioural drivers that influence consumers' leisure shopping behaviour and measure customer value through empirical investigation in Mexico. The study reveals that sales promoters significantly stimulate interest among customers towards buying products and trigger shopping arousal. Consumers are influenced in making buying decisions by the product attractiveness and pre-purchase arousal generated by the sales promoters. [PUBLICATION ABSTRACT]