The Impact of hint-of-Purchase Advertising in Specialty Stores on Consumer Attitudes toward Brand and Purchase Intention:

A Comparison with Personal Selling and Sales Promotion

Abstract

Thie mmmh &fine# h e lgm @ut-&prehaw advntising as a m a d d q mltgy and lactic wbtRby t b

mnkts a ~ a i ~ financial can- upom the C U S ~ ~ engagh~ in a tmmactim that muirrslly hmd!!id. 8hlqy may bt mpphmntd di l ional o h l s mcb .a pe~%wal selling and sales pmw4iOm.

In mmbhg k be mlm c~ pint-of-peke ndvtrttsing, a med fa hirbr mrerreh was for a number of nastrrps. Firs Ihcn i s ~wrsiderahle bnvemmt and p w t h in this appv&~ both

in Thailand and o*rsoas. Sscoad acdemic and practitioner rwmckrs have indfcalwl armg cmsurnur

~ f o r ~ o a r o c p r a B p o i M 4 ~ ~ y ~ l ~ ~ b e c a l ~ t s d ~ m ~ r t ~ ~ tho sddwtwm of this m&d. d a l l y in campdm to ntber rn- F - , in an hmdti$ly challenging business tnvitoamcnt. marketing practitioners ue stoking to explore new ways of creatisg

cusbamsandtk &wyof Mtioaal ~ufmarkaingccmurmnicarim is m b j c c l t o ~ This is a aumy d and a h to compare the Impnct of Poinr-af-Purchase Advcrlising in

Spacidty Staws on Consumer Auitudu towad B m d and h c h a ~ Intanlion. 'lhs pie md pol! 7 -point mastic di&mnlid suk qucstioaaaire was ustd to maaue and cmpm rbe Re pr&w rind Post d m d a Tlae ppkh~ aw ~omumera of Watgan SpcWiy h. Wad in (ht Bangkok mwropotltm ate&, which

covcm s-ateiy 75 ptrwat of t d ma&& shart of %- in Baom. Ths sample d 4W rn u d . S U c for malysh W p t i v e data w Mean (X) and S m o n (SD) and Infemndt~I t d s t k

for mhg h y p k a am Ons Way ANWh. MANOVA, ANCOVA, and MIWCQVA, as w d ps Past l h , LSD, ~ ' M , d L e v a n e ' s ~ . ~ ~ ~ o m t t h e p i r ' s d i B ~

The majbr Mhg of this mwarch is that consumers may haw a m o ~ s kvorab)e attitude to pht-or-pmhm &wising than to ather pmd selling or sak pcmotion. howwer the bmd must bs @\.Bd m bave a nmhd uswhim or 6t with tha cmmmwicm& tmhaology. Rathw. pint-of-pcbc ~ h a s ~ ~ t y b o ~ a ~ f l w o n b k ~ t n u r i t u d s t o ~ b n a d r h s n ~ h p m m Q t i 0 o . Thls change in attirude is a f f d by the camumer'a attitack to the skategy itsolf, This stdy doas not, hotasvet, damoprmta Lbal q m s m to point4-pmhu#c dvertiaing, p m n a l dling, or Kalw promution bad a dgnificl~ &~c l on ladm M y , mither &r nor personal vduee haw bean shown 10

the b e outmnas. The ~sdinp of thi8 d have a n a m k of Prpctical i m p l i d m for the PMW USG of p h t - o s p d w e edygtigmg.

Since most of the decisions are made in-stom, brands want to p t their message through, but mailers not on the m e page. In the s q m n m k t where the ahla are full of v i d objects, it is not easy to m k e your product ar brad to s m d out.

S i m the c w m m in d l e r st- m ofien in a hurry ruul need to find their purcbw items w, leaving a strotter timdmne posaible to stimulate a purchase.

The shopping rnindset is a 8pecific store should also be comidmd, since when customers are in hurry md often shopping just for dinner in a small store, p i n t - o f - p w h haytising due to the fact that those kinds of imms are not under consideration by the customer. The company and the brand image am reflected by the in-store displays and themfore they skuld be attractive by regulations and rules c o n d n g store layout tn avoid costly m i s t a k a when wing pint-of-purchase advertising. A reputable supplier should be consulted and by integrating merchan- dising in the initid markdag p h and allowing 5-10 prcent of wholads costs for merchandising bettss results can bc =Id.

The specific qwsfims ldcntif.. we: I . What is the impact of poirit-of-purchase advertising on the consumer's

mpnse in terms of &hi& w the strategy? Z What is the impact of point-of-purchase advertising on the consumer's

m v in terms of attitude tawad h e W? 3. What is the impact of point-of-purchase advertising on the consumer's

mpm in Perms of prcbsc hkntbn? 4. Do ccwsumem respond more positively toward point-of-pucbase advertising

than toward pmnal elling or d m promotion?

Objectives

he purpose of the cxlment study is to colltrtbtc a by d M ' h in the emerging m a of point-of-purchase advertising, As discussed in the preceding seetioh. thew is a netd tll understand how point-of-purchase 2ldvwti~Sng in ht Thai market compares tu other fwm$ of marketing ~ommunicationo m enas of achieving key co,mmunicatio~ objectives. The current study seeks to make a emtribniion by -sing these objectiva issuas:

1. To study thc demographics of the customers who purchase household ~ U C ~ S at watsons speaialty stwe.

2. To study tbe point-of-purchm chmd w thu retail rnwkehg comn-on, 3. TQ study the a t t h k on brand imrybe to the claanm1 c h q . 4. To study the p c b e inkdm system of the twmumw8.

5. To study the perceived fit to the mm-keting scraa%y toward the ewtamem 6. To the personal v h which th cm&mem d for h k live&

7. To study the relationship between demographics and tbF attituh toward WaISotls brand.

8. To smdy the relationship betwoen point-of-purhse advextising snd the custwrers attitude toward Wamm in-how brand

9. To study the rtktiomhip between point-of-pumhase advertising and the purcha;Pc inwtion.

10. To study (hb covariBt~ of pemivd &i with p o ~ o f ~ w c h a s e adveitising and the altitude toward Watms brsnd.

I I . To study the covouiate of pwsonal values wia ~ 4 f - ~ a s c rmdvehhg and the p&ee inteation of Watson& hws&old pmducts.

12. TQ study the difference of the attitude change to Wamns brand among the mrhting strategies @oh-of-pwche advatking, p w o d selling, rrnd ale8 ~ o c i o f l } .

13. To study t h ~ difference of the purche iasntiw to Watsons bousi:hold prduch among the mrkotin~ sbategics (point-of-purchase advertising, personal seHul& and sale8 p r d m ) .

The h y p ~ are o u W o a c ~ l y as foUows:

H, Consumers will have a more positive attitude to a point-of-purchase d v d s i n g strategy hiin they will to ~ n n l selling or sales promorim

3 The change in brand attitude cxperiencd by consumers will be more p i d v e as a a of e x p w m to a pint-of-whme dvedshg t i t r a w

tban exposure. to p m d selling QI sales promotion.

H3 Consumers' purchase intention will be more positive as a resuit of expure to a pointof-purchase advdsing strategy than exposum to parswal sellieg Of sale9 promotion.

EX, consmers' pesonal ma will s ~ l y C0var.y with my main effect betwm type of suategy (pint-of-purchase advertising, personal ~ U i n g , or sales promoticm] and change ia brand attitude or pupchase intention.

Hg Ub" will have a mom positive raponse to a pint-ofpurcbasu hertisiug SmlEgy h women.

H6 Consumers' perwived fit between the brand and the point-of-purchase advertising, the: brand and the personal selling, or the brand and the promotion will significmtly covary with their attitude toward the p in t -o f -pduw ndvwtising, personal mlliug. w &CS promotion strategy.

The m a r c h questions premtcd in h i s march have h e n Inve&@W u&g a w t i t a t i v e methodology, The rasearch atzndy used s pretest/posttest cflanparison simq &s@a ua this dm@ h& itself to estabhhbg mud rehidp. A mpic WM

used a& subjec~ were randomly assigned to t h trerrttnent group and one control @mp, srnd data were collected using ~ f - w d m i a i s ~ surveys.

The treatment p u p were exposed to a stimulus relating to point-of-pwclwe a d y e a n g , pwrsoad ~ U l n g . or sales promotinn. Thb swuq in~tmmcnt was deve1oped by adapting existing smiles to measure the constructs of interest. The data were then anrlyzed using uaivariabe and multivltriate techniques including maly sis of v d m e (ANOVA), adysb of cowriame (ANCOVA), rnuItivariatc andysis of variance

(MANOVA), and rnullivarhe omalpis of m w i m w WNCOVA).

The scope of this study is limited to Thailand, specifically the Bangkok metropolitan area, due to budge* constraints. In addition, the study examines the impact d poh~f-pmW advertising on a W l M e product as o p p d EQ a mice. This product is low invo~vment, Past-moving consumer produd. Given the unique

d this type af pduci, ii will not b feasible to extend the eonclusibns of the study to s ~i~ or a higher iavolveslmt p-

Thedam, lrauwhdd products under 'Wramns" hand were A w i d As taka from the Retsail Association of Thdmd whioh c l s l d that Watsans blds h e largest mark& share in the specialfy atme cat%ory in 2007. Tlpb ge1wted household products cwm the range: -of toihuim item&. Fmlhcr, the focus of the rcscahch will be from the c o ~ ~ w brand perspective. The sampling af office workers will also limit the g~nctalizrrbilify d tb findings to some exteat. finally, this study is ~-~~ m qpmed to longjwinmd.

According to Fishbein & Ajmn (1973, two major ~rien#tion& have emerged in the study d commw attitudes, The fm is o h rtfarred to as the tripmite view of &it&, because it spbCifies three unWying w m p m u of aatude: wgnitim, dkt, and &WI. O t b &lief aid khvioral dhmims am not smn as behg cmpmnfs of attitude per hej but rsdher a v h e d as ankcedwtts or CQ- of a t t i i d .

Rosenberg (1956) was pmicularly concerned with the underlying values sf tha individual and with how these vdm related to overall &ntde. 'hemfore, RmmImfs themy Is often identified n9t nnly asl a consistency Wry in h i p d t e p q x c t i v e but alga # an expectancy-value theory in the unidhensiomlist perspective of attitude. Atritude is the sum of two cornpowxts m ~ ~ ' a theury. Value is: m d wilh mpect to its personal values, wd its p m i d imwumentatity, that is, the extent to

which the vdtw would be Mocked or mined by the atrim object in qumhn.

According to Ke11er {1993), brad attitude can form the basis for e-mr W v i m md h d c b m h d by the importance and relevmcc of khe brad's Wbtlpas

~ ~ * q a ~ n l ~ ~ ~ ~ ~ d a q s r ? ~ q a WFs!W -F atll JO JaJmFPa! = s! P W W R e W WmW VW S I ~ S I W UOp* plOWal JO aaL ' (E - I t "dd '8&1 'Am PW WPSo2ld r %uTSrmr lapwm 01 ~ L n q w w n h L w ~ q BT ar~ l ww ~ I W A ~ I o sapo%awa a~npard ~ s o m JOJ '(I 1z-6~1 'dd '0861 ' U I ~ ~ Y S ~ ~ I pus u ~ [ v ) as~qand o y IF ol dm- q mu A- p q B p ~ o l w m w @ 9 m n f l 3 0 W~QWIBP

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*,,uopr\!lolu I ~ ~ M I N X ~ t m o tl w u r ot k ~ ~ q f pa~pad w! 01 w d a f ww ~ ~ l l ~ f q

Jo W P I s h Q * , ~ d n q QV'", PWaF W -!#@ *- 9 -91s apmhej am:! mm mp sognqm u! *%aa a pwu mwqmrn 'bra~arayt -ngawq p m

that in~orpw8te~ the impact of variables such as habit and social nwmsbtive inflpewea on purchase behavior. Rossiter and Percy (1998) suggest that for law InuoIvcmest products a favorable h d attitude i s a stronger indicator of likely purchase behavior Man for higher invdvwnent. risk pw&ases.

Sampling description Ar after deleting the cases with missing yalues. 405 cases remained or 80

pmmt of the o r @ d 510 surveys. No cases w m deleted as a result of outliers. Table 1 indicates the original sample 6- for each goup and the sample s k as a m l t of deleting case8 with missing values.

TaMe 1 The sampling sim

ktnaeplt Gmup Original Sample Size %ample She wlth M k h g V a l u ~ Defeted

Control 1% t 17 Point-f-punhe dveaising 14 1 117 h d t ; e b ~ g 135 99 Sales promotion 84 72

Total 510 4M

Table 2 indicah h e demographics for w b of rhe conml and inatmen4 p u p s . The groups have a gender distribution of approximately 60 percent female, with the exception of the sales promotion group, which was 75 percent of female. Tk mean age is mid 20s, with the exception of the personal selling group, whicb had a mean age of 30 years. The group sample sizes were not equal.

Table 2 Deblographics of final sample#

- 1 - 2 Cfroup3 mrAL Control P W F'mwd

Sample Size 117 405 Gender

Male 41% 41% 36% P% 37% Fmak 59% 59% M% 75% 63% *

~ e m l 25-7 2 7 ~ ~ O A 27.8 a7.7 Mbdb 24 25 29 2h 26 bwh@ 2337 Bfi2 24/48 a 5 3 23/53

RmUb of bypothem MIqJ

This section will present the results of the wts for each of the hypothem.

H, (lmumm will have a more p i t i v e attitude to a poiar-of-pmhase rtdver- tising wrrttegy than they will to ptrsond selling or sales pmwtion.

Thc f ist hypothesis stated that consumers would have a more positive attitude to a point-of-purchase d d s i n p , strategy than they would to a pesmnal selling or sales promotion. Table 3 presents the m a n scorn of the attitude to the strategy for Gach of the three treatment pups. The cam01 group is not included, as, it was not subjected tn a wdment, that is, a marketing campaign.

TaMe 3 Means of the attitude to tlw sw- for the three treatment group

Pointof-pd=e advertising 5.29 1.27 It7 P e d selling 4.6 1 1.16 99 Sales promotion 5.01 1 .OO 72

Total 4.99 120 288

The results shewn in Table 3 indicate that tho= respondents who were exposed to a point-of-purchase advertising strategy had a slightly more favorable attitub to the strategy aose who were exposed to either the personal &ling or saies p d n strategies.

H y p t k b 2 and IiypoLhds 3

Hz The change in brand attitude experienced by consumers will be more positive as r result of exposum to a paint+f-purchase advertising simkgy than exposure to personal selling or d m pmotim.

H3 Cmsurners' purchase intention will be mom positive as s result of exposure to a pint-of-purchase advertising strategy than expwpuft to personal. d i n g w sales promotion.

Hypothesis 2 state that the change in brand anitude experiend by a consumer will IE more poririve as r wult of exposure to a pint-of-prcham a d d i n g strategy

than txpos~~k ta pasQnal d i n g or As promotion. In addition, hy@ew 3 h y p d m h d that h e oansumer'a purchase intention would also be more pmifive as a result of ~~ to r pomt-of-purchase advertising smtegy than to expoam to pmnal seIkrg or promotion. Gcoder was also i n c W M an independent variable in the analy&.

'Pable 4 M a n xmes for the independeat variables of beabmmt group and gender for dependent variables u# change in brand attitude and purchase intention

-* G d m Maan SD N

Attitude Change h m Male -0.44 0.42 48 Female -0.64 0.74 69 Tatal -0.56 0.63 117 W e 0.2 1 0.57 48 Fmde 0.14 0.44 69 T d 0.17 0.49 117

Personal Selling W e 0.06 0.37 36 Female -0.12 0.66 63 Total -0.06 0.57 99

Sales proragtion Male 0.11 0.42 18 Female -0.21 0.56 54 Total -0.13 0,54 72

Male -0.05 0531 Fermde -0.21 0.672 53 Total 4.15 0.624 05

P u r c b Intention Control Male Female Total Male F d e Total

P e d s e h g Male Femde Total

S& promotion Male Female Total

Total Male 411 151 150 Female 430 1.41 2!!5 Total 4.23 1.44 405

The results illustrated in Table 4 indicate that only tbe &e&nent p u p exposed tlo poktsf-purchase advertising aperienccd a positive change in attitude overdl. In addition, the results indicate that for dl four groups, rnales e x m n c e d a more positive, os lw negative. c h q e in attitude. However, in terms of purchase intention, the group CX- U) pcrsond selling indicattd the most positive mponse. In fact, the pmbasc

inIentim indicated by the point-af-purchast a d d i n g p u p ura~ also lower t h the g r o u p ~ t o t h e ~ ~ ~ s t i m u l l l s , h t ~ t ) s a a ~ e ~ ~ m l g r o u p . W~ththe exception of the c a m 1 group, femks appeafad to have a morr, positive intention to p l m J m W d i d d e 8 ,

Purlber ax^^ using the painvise compruisws, as well a8 Scheffe's test,

rlgairm showed &hat t h e was a signitlcml diffawtce between the mnttol group d each of the: thee treatment p u p s . in tmms of attitude change. In addition, the painvise comparisons indicated a signitkmt difference between the point&-puccbase adv- and d c s -tiom pupa . TImzfam, b m 2 is suppwted but 3 is not

s e -

H4 Cammem' persond v a b s wiIl s ~ ~ y cavary with any #sin effect bet- tlrpe uf strategy Mt-of-purchase adv~xtiaing, pmnd sew,

w sales promotion) and change in hand mitude or purchase intention,

Hypathesis 4 suggested that r consumes's ptrsond v a l w would significantiy mary with my main effect between group and change in brand attitude or p h a s e intention. To measure personal values, List of Values was used. The scale was

summated hta t h e carqoriq; S d d (security, sense of belonging, Kmg welJ.-rcqm@, Self-Qrientation (self-mpct, a sense of accomplishment, self-fdfdlment) asd Emotion ( r c i m t , warm rdatibnship with othem, fun end enjoyment of life). A multivolriatc analysis of cwwiane wag undertaken to d c m b the significance of the diffwtices Indicated by these m4ts.

Isbk 5 Results of multi~ariate ~aea!y& of covariance: lmpact of consrrmtr*~ vdlrsrs om tbe mladwhlp betweem treatment group apd attitude change d pnrrbahie hientiom

Attitude c h i p Purchm intenti04 Attitude change Fbehaw intention -- Purchase -tion Attiwe chang€l Purchase immiofi Atr;ituda change Purchast hWaa

The results show that the change in attitude t o w d the brand Is not affected by a consumer's values for my of tbe three a n r i w Social (F=2.26, df=l, p>.05), Self-Orientation {F=2.67, df=l, p.05) or Emotinnat (F=.85, df=l, p.05). In addition, the mulls abo show that a consumer's valueti do not impact on purchase intention for any of the the value wpies: S&aI [F=.93, df=l, p.05), SeIfUkntation (F=.78, df=l, p.05) or &notimud @=I. 1% #f=l , p>.Q5). As w h I hyp$3thais four is nst suppaebad.

H, Men will bnnte a more pwitivt response to a point-of-pwbc advertising strategy than wumen.

Hypothesl8 5 statad that mm would have a more positive attitude to a point- of-phase advertising amtegy than would women.

Table 6 b s the meau for a t t h t k to ihe strategy wording to gender for point-of-phw advertising, as well as persona! selling. and sales promotim.

Tabk 6 Means lk atthde to the stmtegs by gender for the t h m treatment groups

--

Pointqf-purchase admtising Male Female Total me Female 'Ibtal Male Female Total

Tow Male 5.07 1.u 102 F d e 4d4 133 184 TOW 4.99 120 288

Tabb 6 shows that males have a slightly mow positive attitude to both ptrsonal s e b g and sales promotion, but a lass positive Wtudc to point-of-phase advdsing. A &-way malpsiri of variance was canduelad determining whether tbia difference was ~@Wnt %evene'& test m8ded that assumptions of variance were not violated -27, -32, ~ 4 5 ) . 'Therefom, hypothesis 5 h no1 supported.

H6 Conmrnm' pcrccivd fit between the brand and the pdintdf-purchase advertising, the brand and the personal eelling, w the brand and the

promotion wi11 aipificanlly eovary with their attitude toward the poiat- of-purchase advdaing, personal selling, or sales pornotian mabgy.

Bypdbis 6 proposed that the fit perceived by a consumer betweem the brand and the marketing smwgy, wh&r point-of-purchase advertising, p s o d selling, or d e 3

pronaotio~, will wary with that consumer's atritnde toward the ~traw i M . The impact of gender was fmhr e x p l d in this analysis as an ~~ variable.

Table 7 shows the mean scotts for attitude to the strategy as the dependent variable, perceived fit bet ween the brand and point-of- purchase advcriising, persod selling, or sales promotion ars a covrlriate and group and gender as independent vM&les. The mans shown arc the mulls of the summated d averaged scale.

Table 7 Mean scores for treatment groups by gender For co~miafe of pewelved fit, between brand and point-of-purcbasse advertislag, personal sellhg, or pmmot2on, with attitude to the &&gy as dependent variable

Nint-of-purchase advertising Male F d c Total Male F d e Total Male Ftmale Tatd

Total Mak 4.84 133 102 Female 5.07 1.12 186 Total 439 1.20 288

As the results in Table 7 indicate, when allowing for the perception of l it bemeen the b d and the point-of-purchase advertising, personal selling, or promotion, there appeared to be a difference in attitude to the strategy by p u p . An analysis of cmmienee

was then undertaken to determine the significance of tbis difference. Again, hvent's test indicated that the assumption of equal variance was not violated (F=215, dM282, p.05). -fore. hypothesis 6 is supported. -

Impact an brand attitude l%is study offas sonte s u p for ttte proposition that poinl-ofqmhasc dvdsimg

can enhance brand auitlpde and that the change in brand attitude e x p i e n d by cmamers will be mom positive as a result of exposure to a point-of-purcbe advertising than

expsm to a parsonal selling or sales promotion.

A comparison of the means of the t b m treatment groups and one ammo1 hdk&*d w only tilit grwp e ; xped ta point-of-pldwe advdshg e~~

a positive chmp in brad attitude. Fwtber examination m v d d that the typc of group was shown tb have a significant main effect mi rtuitnde change. accmndng for approximately 23 percent of tht Weftaw. The significant differtamsi, b t v w ,

~ w e m tbe mrnl group and the other t h e gronp. This d t SUggBBtS that in terms of artitwit to the in-house bnmd, any muketbg communicatims merrtegy Is better t h ~ wnc. b w t v i x , acldditional tests t b did not include gender w an intkpsndmt variable reveated a significant d M w m between the paint-of-pmhwx advutising and sal%g promotion p u p

AuribuHon theory co Jd a1 so offer some support for this ~rgmenf. This cxplatralian is consistent with psedous research tha~ suggested that eonsumers @ve advwtihg as a s l f ~ q i n g act on the part of the . . d, as a &t, can triggar consumer defense mechanisms. Sala promotion in mom overtly self- nmiag than point-of-purchase advertising, so t h e same p e p t i o n 8 of aggrsmive ~~~ may be transfcmd to the discount promotions, 'lhe relative nwtlty d paim-of-putchase rsdvcrtishg may dm aid aid the improved amde to the brand.

m ~ o 8 p ~ ~ Webb et al. (1998) aha foul hat while some m- exhibid n psitiye

change in heir v i m of the company's hge , it p m U y was qot newswily d e s r w l in their prrrchaw khavim. This was particularly tlre case when uaditional purchase criteria w m bqmtm. Re& conducted by MizersW ct d, (2001) m l y found that ~ U A W a* wu m w ~ d - * ad~rcislng.

In mm1usioa, as an emxghg area wiMin tha marketing discipline, thqre is a critic4 n d for rcscrmh imo the various e~meats of point-of-purchase dvtstising ~ g ~ T b i e ~ ~ h s g p r w i d e d a ~ d ~ l m ~ ~ h ~ ~ ~ leads ~o a fwombl cwsurner mponsc to paint-of-purchase advertisin& Furlhemme, this study hw e m p m d y dtmon~trated the strengths ab pohi-of-pure- advdgirrg In comparison WMI ofher mmmusicatbm smtegiw. The wr F h g iadkatcs &at consumers have a more h v m b I ~ attitude to a point-of-parcW wdvertisbg ~tmttgy than to g i th~ a pemnaI s e l l i ~ g or d e s p m o ~ i o a , dependent on the eonmmr's perception of f~ between band rmd palnt+.f-purchaac a d d i n g

P o H n t - o f ~ admtisiag dso hs a p p d d to engender a p i t i v e chimp la h n d attitude htrKt tu do so imk efbiiWy than sdes promotion. This c h q e In attitude is cdntingent upon tb consumer's attitude ta tlw 6-y itself. Oivea the rmiqwwss af win-win barnfits associated with this strabgy, it is not dificult M u n ~ ~ why its suggest tha pint-of-purchase advertising industry is growing continually. TB mkar& is urademken with the intentimi of conttibuthg to the u&mtm&g of h f ~ t h a t c o u l d ~ t h e e f f ~ ~ ~ ~ o f t h a ~ ~ . ~~~~t~

the current W y of knowIedge relaling lo point-nf-pu-cha$e advatking md bas provided insight into areas that warrant further exploration.

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