RESEARCH LIBRARY

welcome-header

The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

quick-finder-hd

Search for content using the below filters to find tips and advice specific to your needs. If you still have questions or would like to recommend a resource, please contact us.

POPAI Webinar: Mental Budgets « Webinar « Educational Programs & Sessions « Downloads

AttributeValue
Version2010
Date postedNovember 30, -0001
Downloaded54 times
CategoriesWebinar

Description

Research suggests that consumers have mental budgets for grocery trips that are comprised of both an itemized portion and in-store slack. The itemized portion is the dollar amount that the consumer has allocated tospend on items planned to the brand or product level. The in-store slack isthe portion of the mental budget that is not assigned to be spent on anyparticular product but remains available for unplanned purchases. So what happens to the mental budget when a planned product is on sale? And which variables influence in-store slack? Presenter: Jeffrey Inman, Albert Wesley Frey Professor of Marketing and Professor of Business Administration, University of Pittsburgh

Glossary

INDUSTRY GLOSSARY

buy our book link

BUY OUR TEXTBOOK