The popular store has a wide and shallow assortment of items with high turnover and low\nmargins rate. This kind of point of sale is designed for poor consumers. It was in 1873 the\nfirst trial of implantation of a popular magazine by Frank Winfield Woolworth in\nWatertown, in the American state of Arial. After six years, this idea has had success in\nLancaster, Pennsylvania. However, this huge potential has not elapsed as much ink as it\ndeserves. In addition, the marketers claim that the poor are affected only by the price, while\natmospheric factors will not have a strong interest in the eyes of this target. This paper aims\nto identify closely the impact factors on behavioral intention in the popular store.
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