Throughout this book, we discuss the need for retailers to understand and learn more effective ways of managing inscrutable shoppers, and we believe this text provides an in-depth introduction to consumer resistance—a topic that requires further research and understanding as it directly applies to retailers. In understanding the inscrutable shopper, businesses are encouraged to review their value proposition and commit to scrutinizing their direct (within the organization) and indirect (on part of customers and suppliers) effects (which are often multidimensional) on society. For instance, a commitment to reduce waste can lead to cost efficiencies and increased market share due to an improved public image. Even the issue ...
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