PhD thesis aiming at investigating, from both a theoretical and empirical perspective, the possibility for a consumer to learn while shopping in a store thanks to the efforts done by sensitive retailers who are implementing category management processes. Based on an extensive and multi-disciplinary literature review, the research questions are stated, some hypotheses are advanced and then tested by means of experimental study.
Enhancing consumers’ category-knowledge: an experimental study in a retail setting
PREMAZZI, KATIA
2004
Abstract
PhD thesis aiming at investigating, from both a theoretical and empirical perspective, the possibility for a consumer to learn while shopping in a store thanks to the efforts done by sensitive retailers who are implementing category management processes. Based on an extensive and multi-disciplinary literature review, the research questions are stated, some hypotheses are advanced and then tested by means of experimental study.
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