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争取消费者的关键一步在售点(point-of-purchase,POP),是“临门一脚”实现购买。消费者会不会买?如何买?终端哪些因素会影响消费者的购买决定?是终端卖场关注的中心问题,由此需要研究消费者的购买行为。
A key step for consumers is the point-of-purchase (POP), which is “a step-by-step approach” to purchase. Consumers will not buy? How to buy? Terminal What factors will affect the consumer’s purchase decision? Is the central issue of the terminal store, which requires the study of consumer purchasing behavior.