Consumer decision-making, salespeople's adaptive selling and retail performance

Research output: Contribution to journalArticlepeer-review

28 Scopus citations

Abstract

In this era of "hypercompetition" and growth of "e-tailing," salespeople are retailers' key advantage. In order to exploit this advantage, retailers need to better utilize their salespeople. Therefore, retailers should understand the role that salespeople play in consumer decision-making and design strategies to enhance the performance of their salespeople and stores. In this regard, the paper examines consumers' persuasion within the context of consumer-salesperson interaction. Some specific strategies to increase consumer persuasion are then discussed. The role of knowledge structures on salespeople's performance is then discussed. Finally, potential managerial implications of the research are discussed.

Original languageEnglish (US)
Pages (from-to)125-129
Number of pages5
JournalJournal of Business Research
Volume54
Issue number2
DOIs
StatePublished - Nov 1 2001

Keywords

  • Consumer
  • Retail
  • Salespeople

ASJC Scopus subject areas

  • Marketing

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