Dissertations / Theses: 'In-store marketing'

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Süll, Szilvia. "In store marketing z pohledu dodavatele." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73851.

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In my thesis I focus on the in-store marketing from the perspective of the supplier. In the methodological section, I will describe a brief history of this form of advertising, how it developed and where it is going. Because we are in the B2B segment I will subscribe the marketing mix and compare it with the B2C segment. I will introduce the technological tools that are used in this field of business, procedures for the preparation of funds, cooperation with clients, production processes. I will observe the new trends in the present and introduce what to expect in the future. The practical part will present the company Willson & Brown, which has been for many years active in the in - store marketing business designer, manufacturer and supplier of POS materials. I will describe the company's products, technologies that are used in the production. Using the SWOT analysis, I will find out what the strengths and weaknesses of the firm are and what are the opportunities and threats that can challenge the company. I will usea research that was conducted among clients at European level and I will evaluate it. Using the SWOT analysis and the results from the research I will recommend a solution that can help the company grown and possibly lead the European POS market.

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Moučková, Eva. "In-store marketing a jeho uplatnění ve společnosti BILLA, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193575.

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This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.

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Reynolds-McIlnay, Ryann. "Impact of Retail Disarray and Neatness on Shopper In-Store Behaviors." Diss., Temple University Libraries, 2016. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/386815.

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Business Administration/Marketing
Ph.D.
This two essays dissertation proposes that an in-store display condition continuum––from disarrayed to neatly organized––exists as a function of consumers touching product displays in stores and store employees straightening the impacted displays, and that shopping behavior is negatively impacted at both the neat and disarray ends of the display condition continuum. This dissertation examines the interaction of visual and haptic sensory stimuli on consumer behaviors while examining folded apparel display, as apparel products are easily disturbed by daily shopping activities from being fabricated from materials not rigid enough to hold shapes. Essay 1 examines the impact of display disarray. Four experiments and a field study in a major retailer demonstrate that color preferences shift and product sales decline significantly for darker, but not brighter, color products when previously touched by others. The conceptual model builds on the contamination, disgust, and color literatures. Essay 2 proposes that some consumers who desire to touch neat product displays also feel anxious and uncomfortable touching neatly organized displays. Four competing theories, which are tested across five studies, are developed from the sociology social identity, social phobia, and social norms literatures, haptic sensory literature, environmental criminology literature, and management and marketing perceived ownership literature. Thus, this research suggests that apparel retailers may benefit by allowing their folded displays to appear slightly touched by shoppers. However, apparel retailers should keep the darker products neatly folded, as product selection and overall product sales decrease when the lower brightness product exhibit cues of being previously touched.
Temple University--Theses

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Sheehan, Daniel E. "Dynamic in-store decision making." Diss., Georgia Institute of Technology, 2015. http://hdl.handle.net/1853/54871.

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Much of our current understanding of how consumers shop for goods and services is based on cross-sectional analyses of end-of-trip variables (e.g., basket composition, total spending) that has largely assumed purchase behavior is constant over the course of a shopping trip, however research has begun to demonstrate how an initial purchase can influence a subsequent purchase decision. This suggests shopping behavior may not only vary throughout a shopping trip, but rather is specifically influenced by when a purchase decision occurs within a shopping trip. I build on this foundation through two essays that show how and why a consumer’s in-store purchasing behavior is influenced by both the decisions they have made and the decisions they anticipate to make later. The first essay demonstrates that a consumer’s relative spending— the price of an item, relative to the prices of the other items in the same product category—evolves nonlinearly over a single shopping trip, and this pattern is distinct for budget and nonbudget shoppers. The second essay examines whether and how encountering promotions in-store, but temporally in advance of the promoted product influences a consumer’s redemption decision. These findings suggest that shoppers’ decisions evolve of a single shopping trip as a function of the decisions and evaluations the have made earlier in the shopping trip, as well the decisions they still have left to make. In each essay, implications for researchers and practitioners are presented and opportunities for future research are discussed.

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Davis, Lenita Marie. "ESTABLISHING ONLINE STORE LOYALTY: THE ROLE OF ATMOSPHERICS AND PLEASURE IN CREATING ONLINE STORE LOYALTY." University of Cincinnati / OhioLINK, 2001. http://rave.ohiolink.edu/etdc/view?acc_num=ucin997805917.

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Ešner, Rudolf. "In-store marketing a jeho uplatnění ve společnosti Ahold Czech Republic, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-113234.

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This thesis deals with an important part of marketing in retail trade -- instore marketing with a focus on commercial communications and especially sales promotions applied in Albert stores. The thesis characterizes the specifics of marketing in the retail and shopping behavior of Czech customers. The main part concerns the analysis of instore communication in Albert stores -- both its own communication and the possibilities of commercial communications of suppliers, who sell their products in supermarkets and hypermarkets Albert. The thesis also analyzes the system of selling communication space in Albert stores and a survey of effects and effectiveness of the most common sales promotions at point of sale and provides recommendations for their proper execution.

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Garza, Quiroga Juan Gilberto. "Quality perception in a meat department of a retail store." Thesis, Kansas State University, 2012. http://hdl.handle.net/2097/18139.

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Master of Agribusiness
Department of Agricultural Economics
Vincent Amanor-Boadu
HEB is a privately-held grocery retailer founded in 1905 in Kerrville, TX. Since then, HEB has grown to 399 stores in 155 communities. Although the majority of its operations have been in southern Texas, nearly 10 percent of HEB’s stores (39) are in Mexico. This may be considered an impressive feat since its entry into Mexico occurred in 1997 to take advantage of the growth opportunities in Mexico and the North American Free Trade Agreement involving Canada, the U.S. and Mexico. The research was conducted using primary data collected through a survey. Secondary data from the Shapiro Index were also employed to explain the observations from the survey. Econometric and statistical models were used in the analyses. Customer quality perception is an important metric for the retail industry. This research evaluates the effect of purchase history, frequency of shopping, price perception, quality and service changes through time on the quality perception of a meat department in a supermarket. The impact of additional labor was analyzed to determine the effect on those variables. The quality perception of the customers of other meat retailers in the same trading areas was also evaluated. The results of the study were then compared to the actual metric used to measure quality perception (Shapiro Index). The study found that the company has a significant higher quality perception than other supermarkets, that labor had a positive effect on quality and service change, customers noticed the change, and with time, it will increase their quality perception. The results show a different perception from customers than the Shapiro Index, customers do not notice a decrement on quality in the meat departments. Based on these results, a further research on the actual methodology used was performed, training and new purchasing specifications were applied to improve the intrinsic characteristics of the products and a new marketing campaign was launched based on quality and freshness.

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Minakhmetova, Dinara, and Anastasia Savchenko. "Mobile marketing strategy development in China, Japan and South Korea : An Apple App Store example." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44667.

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The purpose of this master thesis is to test an individual influence of separate factors on a mobile software development company’s position in a rating of Top Grossing applications in Asian countries, explain how these factors could be interpreted from a modified 4P framework perspective and understand how a mobile developer can adjust its strategy based on the identified factors. The research is based on a ranking data of 90 finance management applications for iPhone on the App Store of China, South Korea and Japan. The hypotheses about an existence of causal relationships between the identified factors and software’s position in the rating of Top Grossing finance mobile applications were tested. The research is based on a multiple regression analysis, conducted separately on the Chinese, South Korean and Japanese markets. In the findings of the research the authors state that a position of financial mobile software in the Apple App Store rating of Top Grossing applications is determined by a unique set of factors, which vary across the studied Asian markets, while a number of factors converge. The models designed for the markets of China, South Korea and Japan allow to identify which factors can potentially elevate the position of an application in the rating of the most profit generating financial programs (Top Grossing rating) and based on that gain an understanding of the way a mobile software company’s marketing strategy could be adjusted to better meet customers’ needs on the studied markets. The originality of this master thesis is in the development of a new approach to the analysis of a mobile software development company’s performance regarding its position in Top Grossing ranking. Since the market of mobile applications emerged only in 2008 the factors influencing the performance of mobile developing companies have not been theoretically discussed before.

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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Curtin University of Technology, School of Marketing, 2003. http://espace.library.curtin.edu.au:80/R/?func=dbin-jump-full&object_id=14673.

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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues.
This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.

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Johansson, Maria, Camilla Larsson, and Ida Hallin. "Marketing communication in a B2B market : a case study of the store interior industry." Thesis, Jönköping University, Jönköping International Business School, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-639.

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Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market?

Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness.

Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets.

Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.

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Cheong, Sio Ngai. "The relationship of time availability, in-store browsing and normative evaluations on impulse buying." Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636702.

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Henning, Emelie, and Martin Palmcrantz. "Tacongruity : Impact of congruent music on sales of tex-mex products in a Swedish grocery store." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176778.

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This explanatory study investigated the possible causal relationship between congruent background music and consumer behavior. We studied empirically whether sales of tex-mex products was affected when congruent music was played in conjunction to the tex-mex section of a Swedish grocery store. A field experiment was conducted where stereotypical Mexican music was played in conjunction to the tex-mex section. Previous experiments have tested, and confirmed, the notion that music stereotypically related to a country can prime related knowledge and the selection of certain products if the products fit with that knowledge. Earlier research has also been able to support the notion that consumers tend to spend more money and time in store when congruent music is played. Mexican, Pop, and no music was played during three weekends and sales data on tex-mex products was gathered and analyzed. The results indicate that fewer consumers purchased tex-mex products when Mexican music was played, but those who did spent more money and/or purchased a slightly larger number of tex-mex products. However, the small differences between the music conditions were not statistically significant. The potential reasons for this is discussed in the analysis and lastly, implications for future research as well as managerial implications are discussed.

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Wilson, Steven K. "In-store Event Needs and Technology Use Among Half Price Books Customers." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc407803/.

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Half Price Books, Records, Magazines, Inc. (HPB), fills a unique niche by selling a variety of new, used and rare merchandise primarily in their chain of 116 stores in sixteen states and online. The company has noticed increased mobile device use among customers in their stores while sales have declined in recent years. To remain viable HPB is attempting to adapt to market forces in a timely manner while remaining continually interested in growth and innovation. A major part of adapting, growing, and innovating is the adoption and astute utilization of technology in-store and a more complete understanding of their customers’ activities and preferences. The goal is to make Half Price Books a more technologically savvy destination for shopping, community events, and entertainment. One purpose of this study is to give the company a better idea of how customers use technology in searching for merchandise including information searches generated in-store from mobile devices and how customers use the internet to find merchandise prior to and following their experiences in HPB’s stores. Another important purpose is to also determine what kinds of events such as book signings, poetry readings and other special events customers would like to see at Half Price Books, since the company has indicated a strong desire to provide fun and memorable experiences as well as products. The major research aims of this study are (1) To explore how customers use technology in searching for books in relation to two Half Price Books locations in Arlington, Texas and (2) To determine what customers want in terms of in-store events at these same locations.

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Carsky, Mary L. "Consumer satisfaction with food marketing services: the effects of in-store information and education programs." Diss., Virginia Polytechnic Institute and State University, 1985. http://hdl.handle.net/10919/54231.

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The purposes of this study were to identify the relationship between the provision of consumer information programs and satisfaction with food marketing services and to assess the benefits of a program as they affect both consumer satisfaction and retail food store profits. A conceptual model which proposed a positive relationship between the provision of a consumer information program and increased product purchasing, increased satisfaction with the product, and increased satisfaction with the foodstore was developed for the study. The model was operationalized through the use of three indicators to measure each of the four constructs. A field test of the model was conducted at a warehouse foodstore in central Connecticut where an in-store information program had been implemented one year prior to this study. The program, which focused on meats, provided three modes of presentation. Response to the program was measured by interviewing 277 shoppers during October and November, 1984. Respondents were asked about their use of the information presented, attitude toward the program, and perception of its usefulness. The data collection instrument developed for this study was a two part questionnaire. The first part was self administered. Respondents were dueried on satisfaction with the meat department and with the store. Twenty-one attitude, interest, opinion items related to food shopping and meal preparation were included in this section. The second part was an interview questionnaire which was utilized to ‘ obtain information on shoppers response to the information program, shopping habits, and demographic characteristics. The sample was found to be representative of warehouse foodstore shoppers. The average household size was four persons, and the average food budget was $100.00 per week. Twenty-nine percent spent less than 50% of their meat budget at the store, but only 11% purchased less than 50% of their groceries (excluding meat) at this store. Shoppers who responded positively toward the information program purchased more meat, and were more satisfied with the meat department and with the store. The conceptual model was able to explain positive response as measured by use, attitude, and perception of usefulness of the program in terms of these outcomes. The model was unable to explain negative response to the program. Further analyses of the data resulted in the addition of two antecedent variables to the model. Those who were not predisposed to information seeking and had never enrolled in a consumer education course were likely to be nonusers of the information program.
Ph. D.

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Luk, Siu Lun. "Department store image advertising in Hong Kong : management and customer responses." HKBU Institutional Repository, 1995. https://repository.hkbu.edu.hk/etd_ra/50.

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Murray, John. "The specification of store environments : the role of store design-architecture in the consumer perception of retail brands." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/20860.

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The overall focus of this doctoral thesis is the examination of the role of store design-architecture in consumer perceptions of retail brand loyalty. More specifically, it examines how consumers’ perceptions at the store design-architecture level promote brand loyalty and attachment at the overall retail-level. This research, therefore, aims to address the underdeveloped extant knowledge of the role of the store design-architecture in retail branding. This thesis addresses two research questions: 1) is it possible to improve on the specification or measurement of the store environment beyond the novelty, complexity collative constructs proposed in traditional studies of the store environment?; and 2) what effect, if any, do these improved store environment constructs (from answering research question number one) have in explaining the role of store design-architecture in consumer perceptions of retail brand loyalty? In its examination of the role of store-level design-architecture in overall retail-level branding, the theoretical significance of this thesis is based on two activities. First, this thesis proposes a conceptual framework that draws on multiple, diverse literatures from design-architecture, psychology and marketing. The critical review of pertinent literatures from these three sources then enables the second activity: the generation of novel empirical insights based on surveys of consumer perceptions of store-level design-architecture. A research instrument is developed that compares higher and lower levels of design in two stores of Penneys, a discount fashion retailer. The responses of 145 consumers are examined in an Exploratory Factor Analysis (EFA). A separate dataset of 403 consumer responses are analysed using Confirmatory Factor Analysis (CFA) and Structural Equations Modelling (SEM). Multiple-group invariance testing is also completed on this dataset. The primary theoretical contributions of this thesis to the extant literature are five-fold. First, the principal contribution of this thesis confirms that store aesthetic preference is positively associated with retail brand loyalty. Thus, the second research question is satisfactorily addressed; I explain that there is a mild association between store aesthetic preference and the emotionally valenced retail brand attachment construct in higher-level design contexts. Instead, a store aesthetic preference association is observed with the more behaviourally valenced retail brand loyalty construct in lower-level designs. Consequently, this principal contribution to the extant literature reveals the perceptive dynamic of how consumers processing of store-level design-architecture correspond with their perceptions of retail-level brand loyalty. A host of global-attribute, objective-subjective, and cognitive-emotional perceptive processing at the store and retail levels are observed in the proposed theoretical framework. Second, to confirm the role of store design-architecture in retail brand loyalty, I develop: a new scale for retail brand product; modify scales for store prototype, store novelty, store aesthetic preference, store complexity and retail brand price; and introduce scales for brand attachment and brand loyalty from non-retail contexts into a retail context for the first time. This research, therefore, addresses research question number one by making a notable conceptual and measurement contribution to the specification of the store environment. Third, as a progression from the previous contribution, I use these improved store environments constructs to better specify the store environment, and examine the associations between store prototype, store novelty and store aesthetic preference. I demonstrate that theory such as the preference-for-prototypes literature helps to improve the extant understanding of the associations between store prototype, store novelty and store aesthetic preference. The confirmation of the existence of these associations essentially means that the proposed model is robust, credible and able to account for consumers objective-subjective, global-attribute discriminations of the store-level aesthetic. Fourth, in an effort to explain the relative visual and non-visual contributions to retail brand attachment and retail brand loyalty, I examine associations concerning retail brand product and retail brand price. Retail brand product is confirmed to have stronger associations with retail brand attachment than store aesthetic preference or store prototypicality. Thus, this research extends the extant knowledge of the relative contributions of visual and non-visual constructs to understanding retail brand loyalty. Fifth, this research contributes to the extant understanding of how non-invariance analysis can be employed in Structural Equations Modelling (SEM) to confirm differences between groups. This research examines differences in parameter values to confirm differences in perception of the higher and lower levels of store design-architecture. This type of use of non-invariance analysis is not frequently employed in SEM and I propose that this research instrument can be generalised to other retail contexts also. Finally, this thesis concludes by presenting the limitations of this research. It makes suggestions on potential future research that could be completed, and raises some pertinent implications for practitioners arising from this research.

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Borgström, Bendik, and Felix Knese. "The rise of store personnel : an exploratory study on how to utilize the grocery retail store personnel in the marketing of sustainable products toward consumers." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20877.

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Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with the grocery retail expert aided us in the formulation of interview questions. The four interviews with two ICA stores’ personnel provided us with the empirical data needed for reaching the conclusions. Findings reveal that the involvement of personnel in communication with the consumers has positive a positive outcome. In this way, they can be seen as CSR ambassadors and, therefore, efficiently market the organization. To achieve CSR ambassadorship, employees and consumers must enhance organizational identification. One conclusion is that consumers may reach sustainable purchase behaviour when CSR ambassadorship is developed in coherence with a grocery retail store.

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Nyberg, Emma, and Mathias Soini. "Experiential Marketing and Customer Experience - How apparel stores build customer experience and interaction using in-store touchpoints." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35648.

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Abstract Purpose:The purpose of this study is to explore in-store touchpoints that help creating a positive customer experience in apparel stores. The aim of this thesis is to provide further insight that may be used for implementation of experiential marketing in stores. Problem:As e-commerce channels are gaining more customers to the detriment of brick and mortar stores, the authors of this thesis believe it is relevant to study what apparel stores can do to enhance their customer experience. There is substantial research done on customer experience but not as much on the combination of touchpoints in-store and how that connects to customer experience. This literature gap forms the problem discussion and the research question the thesis strives to explore. Method:An exploratory strategy with a combination of deductive and inductive research approach has been applied for the study. Through secondary data and literature search the authors explored the field of experience and in-store touchpoint elements contributing to customer experience and interaction. Further, a qualitative approach was used to form case studies on three companies; Firstly, Qmatic a global leader in helping companies seamlessly integrate online and offline touchpoints, through pioneering software and hardware systems. Secondly, the women’s fashion brand NA-KD, having sold clothes to more than 150 countries in less than two years. Thirdly, Partners, a traditional family-owned brick and mortar store selling apparel to gentlemen. Findings and Conclusion:The analysed empirical findings present that apparel stores work differently with touchpoints depending on who their customer is. Based on the three case studies, the authors conclude that “employee and customer interaction” is the most prominent touchpoint connected with in-store environment. This element can be reinforced by other touchpoints customized for specific brands and stores, which also plays a big role for the customer experience and interaction.

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Sanchez, Juan Machado. "Effect of price and in-store promotion on sales: a study of distinct regions in an emerging market." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16571.

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Increasing competition caused by globalization, high growth of some emerging markets and stagnation of developed economies motivate Consumer Packaged Goods (CPGs) manufacturers to drive their attention to emerging markets. These companies are expected to adapt their marketing activities to the particularities of these markets in order to succeed. In a country classified as emerging market, regions are not alike and some contrasts can be identified. In addition, divergences of marketing variables effect can also be observed in the different retail formats. The retail formats in emerging markets can be segregated in chain self-service and traditional full-service. Thus, understanding the effectiveness of marketing mix not only in country aggregated level data can be an important contribution. Inasmuch as companies aim to generate profits from emerging markets, price is an important marketing variable in the process of creating competitive advantage. Along with price, promotional variables such as in-store displays and price cut are often viewed as temporary incentives to increase short-term sales. Managers defend the usage of promotions as being the most reliable and fastest manner to increase sales and then short-term profits. However, some authors alert about sales promotions disadvantages; mainly in the long-term. This study investigates the effect of price and in-store promotions on sales volume in different regions within an emerging market. The database used is at SKU level for juice, being segregated in the Brazilian northeast and southeast regions and corresponding to the period from January 2011 to January 2013. The methodological approach is descriptive quantitative involving validation tests, application of multivariate and temporal series analysis method. The Vector-Autoregressive (VAR) model was used to perform the analysis. Results suggest similar price sensitivity in the northeast and southeast region and greater in-store promotion sensitivity in the northeast. Price reductions show negative results in the long-term (persistent sales in six months) and in-store promotion, positive results. In-store promotion shows no significant influence on sales in chain self-service stores while price demonstrates no relevant impact on sales in traditional full-service stores. Hence, this study contributes to the business environment for companies wishing to manage price and sales promotions for consumer brands in regions with different features within an emerging market. As a theoretical contribution, this study fills an academic gap providing a dedicated price and sales promotion study to contrast regions in an emerging market.
O aumento da competição causada pela globalização, alto crescimento dos mercados emergentes e a estagnação dos mercados em países desenvolvidos levaram empresas de Consumer Packaged Goods (CPG) a direcionar sua atenção aos mercados emergentes. Estas empresas devem adaptar suas atividades de marketing as particularidades destes mercados para obter sucesso. Em um país classificado como emergente, diferentes regiões possuem distintas características. Adicionalmente, divergências no efeito das variáveis de marketing também podem ser observadas nos diferentes formatos de varejo. Os formatos de varejo em um mercado emergente podem ser classificados em autosserviço (chain self-service) e tradicional de serviço (traditional full-service). Desta forma, entender a eficácia do marketing mix não apenas no nível agregado de país pode ser uma contribuição importante. Na medida em que as empresas visam gerar lucros em mercados emergentes, o preço é uma importante variável de marketing no processo de criação de uma vantagem competitiva. Junto com o preço, variáveis de promoção como displays nas lojas e redução de preços são muitas vezes vistos como incentivos temporários para aumentar as vendas no curto prazo. Executivos defendem o uso de promoções como sendo a maneira mais confiável e mais rápida de aumentar vendas e o lucro no curto prazo. No entanto, alguns autores alertam sobre as desvantagens de promoção de vendas; principalmente, no longo prazo. Este estudo investiga o efeito de preço e promoção em lojas no volume de vendas em diferentes regiões dentro de um mercado emergente. A base de dados utilizada esta no nível SKU para o suco, sendo segregada nas regiões do sudeste e nordeste brasileiro, correspondendo ao período entre janeiro de 2011 a janeiro de 2013. A abordagem metodológica de validação é quantitativa descritiva, sendo aplicado um método de análise de séries multivariadas e temporais. O modelo de vetor autorregressivo (VAR) foi utilizado para realizar a análise. Os resultados sugerem uma sensibilidade de preço semelhante na região do nordeste e do sudeste e maior sensibilidade de promoção em lojas no nordeste. Reduções de preço mostram resultados negativos no longo prazo (persistência do volume de vendas em seis meses) enquanto promoção em lojas teve resultados positivos. Promoção em lojas não mostra influência significativa sobre as vendas em lojas de autosserviço, por outro lado, preço demonstra não ter impacto relevante sobre as vendas em lojas tradicionais de serviço. Assim, este estudo contribui ao cenário executivo para empresas que almejam aperfeiçoar a promoções de vendas e precificação de suas marcas em regiões com diferentes características dentro de um mercado emergente. Como contribuição teórica, este estudo preenche uma lacuna acadêmica fornecendo um estudo de preço e promoção de vendas dedicado ao contraste de regiões em um mercado emergente.

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Vlčková, Andrea. "OOH reklama na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149843.

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The aim of my diploma thesis was to present a comprehensive view of OOH advertising in Czech republic, assess the current situation and outline the direction in which this form of advertising has great potential for further development and which way could this form of advertising lead, especially if we consider innovative technologies within the in-store advertising. The theoretical and methodological part defines OOH advertising within the marketing mix and marketing communication, mentiones its history, advantages and disadvantages, divides OOH formats according to location and use. I focused on the principles of creation OOH advertising, legislation that regulates this form of advertising, I have devoted the measurement of indoor and outdoor advertising, and described the process of planning OOH advertisement. Then I descrived the current situation in the Czech market, new trends OOH communication,which I followed in the practical part. The practical part is based on the theoretical part. It includes information about the company UGO! Media, its materials and products that can be used for in-store advertising. I also mention implemented campaigns and research that was related to the efficiency of the basic material UGO! Media and eventually devote my one research, which relates to the use of products offered by UGO! in a concrete point of sale. The conclusion sums up all the important parameters learned from the research, provides recommendation for further use UGO! product sales in a given location and general evaluation of potential in the use of new technologies in-store advertising.

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Skalická, Martina. "Význam in-store promotion při zavedení značky Nescafé Dolce Gusto na český trh." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11213.

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The master thesis "The role of in-store promotion in the launch of Nescafé Dolce Gusto brand in the Czech market" analyses the importance of in-store tasting as one of the fundamental tool of the whole launch. The thesis is divided into two parts -- theoretical and practical. The theoretical part results from the area of marketing mix and focuses on commercial communications with all their tools and emphasizes the sales and in-store promotion. The thesis also deals with a brand theory. Firstly, the practical part considers the Nescafé Dolce Gusto brand and the coffee market and then it analyses particular means of the launch, included the in-store promotion. The thesis also contains own questionnaire research which gives a basis for the evaluation of current strategy with in-store promotion as one of the fundamental tool of the launch of the Nescafé Dolce Gusto brand. The thesis is ended by recommendations for future.

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Helmefalk, Miralem. "Multi-sensory cues in interplay and congruency in a retail store context : Consumer emotions and purchase behaviors." Doctoral thesis, Växjö, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69018.

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While research has shown the positive impact of sensory cues and cue- congruency on emotion and behavior in retail store atmospheres, these cues have primarily been investigated in isolation or in pairs. Consequently, little is known on how multi-sensory cues in interplay impact on consumer emotions and purchase behaviors. In addition, research has not yet provided any clear conceptualization of congruency in marketing when designing retail store atmospheres, other than stating that some cues are expected to match, therefore become pleasantly perceived. Thus, the main purpose of this research is to examine and show how multi-sensory cues in interplay and congruency can be utilized in creating a retail store atmosphere to enhance consumer emotions and purchase behaviors. To address the purpose, a sequential method was adopted with four essays. The first essay explores multi-sensory interplay in marketing contexts with a literature review that forms the basis for a research agenda. The second essay employs focus groups to highlight the congruency between cues, products and the retail setting, and identifies which category of cues is in need of investigation. The third essay uses field experiments to investigate two congruent visual, auditory and olfactory cues (six cues in total) in a retail setting, and their impact on consumer emotion and purchase behavior. The final essay, also use field experiments to examine and duplicate one cue from each sense, and employs these together in interplay, to show how multi-sensory cues in interplay impacts emotions and purchase behaviors. This research concludes that multi-sensory cues in interplay in a retail store atmosphere have a greater impact on consumer emotions and purchase behaviors than single visual, auditory and olfactory setting-congruent sensory cues. Among single sensory cues, those perceived as complementary in the atmosphere, specifically auditory and olfactory in an already visual dominated atmosphere, have the largest impact on consumer emotions and purchase behaviors. Overall, this research signifies that congruent multi-sensory cues in interplay emerge as reliable predictors for the influence on consumer arousal, valence, time spent, touching, browsing and purchasing Theoretical and managerial implications are discussed.

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Mussol, Sarah. "Impact of in-store actions on brand relationship quality : Application to fast moving consumer goods distributed in hyper and supermarkets." Thesis, Montpellier 1, 2014. http://www.theses.fr/2014MON10026/document.

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Comment les relations consommateurs-marques peuvent-elles être développées en magasin ? Beaucoup de recherches sur les actions au point de vente les ont étudiées dans une perspective transactionnelle tandis que le marketing relationnel a prêté peu d'attention à ce qui se passe en magasin. Cependant le point de vente constitue un point de contact essentiel entre consommateurs et marques. Sur la base de deux études qualitatives et d'une étude expérimentale, cette recherche se concentre sur l'impact des actions en magasin sur les relations consommateurs-marques. Nous différencions les actions relationnelles des actions transactionnelles pour comparer leurs effets. L'application empirique est faite avec des marques de glaces distribuées en grandes et moyennes surfaces. Un questionnaire en ligne est mis en place pour tester des actions fictives que les marques pourraient mettre en œuvre. Nos résultats montrent l'intérêt pour les marques d'utiliser des actions relationnelles au point de vente. Les personnes exposées à des actions relationnelles attribuent plus souvent l'action à la marque. Ils perçoivent des efforts et une orientation relationnelle de la marque plus importants, ils s'identifient plus avec la marque, et déclarent ainsi une plus grande fidélité envers celle-ci. L'originalité de la recherche réside dans la prise en compte des actions en magasin dans une perspective relationnelle. Plus généralement, la conceptualisation et l'étude de l'impact de ce genre d'actions mettent en évidence une façon plus sociale de tenir compte des interactions entre les consommateurs et les marques
How can be developed and impacted relationships in store ? Many researches have studied in-store actions in a transactional perspective while relationship marketing has paid little attention to what happens in store. However, stores constitute a key point of contact between consumers and brands. Based on two qualitative studies and an experimental study, this research focuses on the impact of in-store actions on consumer-brand relationships. It differentiates relational and transactional actions and compares their effects. The empirical application involves ice cream brands distributed in the super-hypermarket channel. An online questionnaire is implemented to test fictitious actions that brands could implement. Our results show the interest for manufacturers brands to use relational in-store actions. Individuals exposed to relational in-store actions attribute more frequently the effort to the manufacturer. They perceive stronger efforts and brand expression, they identify more with the brand, and declare a higher loyalty to the latter. The originality of the research lies in the consideration of in-store actions in a relational perspective. More generally, the conceptualization and the study of the impact of these kinds of actions highlight a more social way to consider interactions between consumers and brands in the marketplace

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Kurzawa, Ondřej. "Efektivita komunikace v místě prodeje." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75348.

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This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.

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Espinoza, Santos Pamela. "Factores del In Store Marketing en relación a la intención de compra en la categoría tiendas minoristas de ropa ubicadas en Gamarra en mujeres de 22 a 30 años del NSE B de la zona 7 de Lima Metropolitana." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626194.

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Esta investigación tuvo como objetivo determinar la relación entre los factores del In Store Marketing y la intención de compra en las tiendas minoristas ubicadas en Gamarra en jóvenes de 22 a 30 años del nivel socioeconómico B. El presente estudio aborda un análisis de los dos principales factores que se encuentran dentro del In Store Marketing. El factor del entorno y el factor de promoción como influyentes en la tienda minorista, ya que actualmente en Gamarra se están desarrollando diferentes esfuerzos para generar más venta y es para ellos importante hacer más atractiva la visita para los consumidores que ahora son más exigentes y sofisticados en sus hábitos de compra. Esta investigación de tipo correlacional con enfoque mixto, es decir herramientas cualitativas y cuantitativas, donde en esta se realizó encuestas a 333 mujeres del target en investigación, encontró, en primer lugar, que el consumidor si cree que influye en la compra los factores de entorno como de promoción. La hipótesis mostró ser correcta, siendo los factores herramientas efectivas para el desarrollo de las tiendas minoristas en Gamarra.
The objective of this research was to determine the relatinonship between the factors, The In Store Marketing and purchase intention in retail stores located in Gamarra in womens from 22 to 30 years, of socioeconomic level B. This study addresses the analysis of two main factors. The factor of the ambient and the factor of the promotion as influential in the retail store, and that currently in Gamarra are demanding in your shopping habits. Through the correlations, it was shown that there is a positive relationship between the variables. The In Store Marketing can help brands to obtain an added value that allows them to differentiate them from their competitors. And generate high sales.
Trabajo de investigación

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Shams, Poja. "What Does it Take to Get your Attention? : The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods." Doctoral thesis, Karlstads universitet, Centrum för tjänsteforskning, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-25947.

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Decision making for fast-moving consumer goods involves a choice between numerous similar alternatives. Under such demanding circumstances, a decision is made for one product. The decision is dependent on the interaction between the environment and the mind of the consumer, both of which are filled with information that can influence the outcome. The aim of this dissertation is to explore how the mind and the environment guides attention towards considered and chosen products in consumer decision making at the point-of-purchase. Consumers are equipped with several effort reduction strategies to simplify complex decision making. The selection of strategies can be conscious or automatic and driven by information in the environment or the mind of the decision maker. The selected decision strategy reduces the set of options to one alternative in an iterative process of comparisons that are fast and rely on perceptual cues to quickly exclude irrelevant products. This thesis uses eye-tracking to explore this rapid processing that lacks conscious access or control. The purpose is to explore how product packaging and placement (as in-store factors), and recognition, preferences, and choice task (as out-of-store factors) influence the decision-making process through visual attention. The results of the 10 experiments in the five papers that comprise this thesis shed new light on the role of visual attention in the interaction between the environment and the mind, and its influence on the consumer. It is said that consumers choose with their eyes, which means that unseen is unsold. The results of this thesis show that it is just as important to be comprehended as it is to be seen. In split-second decision making, the ability to recognize and comprehend a product can significantly impact preferences. Comprehension stretches beyond perception as consumers infer value from memory structures that influence attention. Hence, the eye truly sees what the mind is prepared to comprehend.

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Yan, Ping. "SPATIAL-TEMPORAL DATA ANALYTICS AND CONSUMER SHOPPING BEHAVIOR MODELING." Diss., The University of Arizona, 2010. http://hdl.handle.net/10150/195232.

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RFID technologies are being recently adopted in the retail space tracking consumer in-store movements. The RFID-collected data are location sensitive and constantly updated as a consumer moves inside a store. By capturing the entire shopping process including the movement path rather than analyzing merely the shopping basket at check-out, the RFID-collected data provide unique and exciting opportunities to study consumer purchase behavior and thus lead to actionable marketing applications.This dissertation research focuses on (a) advancing the representation and management of the RFID-collected shopping path data; (b) analyzing, modeling and predicting customer shopping activities with a spatial pattern discovery approach and a dynamic probabilistic modeling based methodology to enable advanced spatial business intelligence. The spatial pattern discovery approach identifies similar consumers based on a similarity metric between consumer shopping paths. The direct applications of this approach include a novel consumer segmentation methodology and an in-store real-time product recommendation algorithm. A hierarchical decision-theoretic model based on dynamic Bayesian networks (DBN) is developed to model consumer in-store shopping activities. This model can be used to predict a shopper's purchase goal in real time, infer her shopping actions, and estimate the exact product she is viewing at a time. We develop an approximate inference algorithm based on particle filters and a learning procedure based on the Expectation-Maximization (EM) algorithm to perform filtering and prediction for the network model. The developed models are tested on a real RFID-collected shopping trip dataset with promising results in terms of prediction accuracies of consumer purchase interests.This dissertation contributes to the marketing and information systems literature in several areas. First, it provides empirical insights about the correlation between spatial movement patterns and consumer purchase interests. Such correlation is demonstrated with in-store shopping data, but can be generalized to other marketing contexts such as store visit decisions by consumers and location and category management decisions by a retailer. Second, our study shows the possibility of utilizing consumer in-store movement to predict consumer purchase. The predictive models we developed have the potential to become the base of an intelligent shopping environment where store managers customize marketing efforts to provide location-aware recommendations to consumers as they travel through the store.

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Janse, van Noordwyk H. S. "Perceived importance of retail store image attributes to the female large-size apparel consumer in a multicultural society." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/52988.

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Thesis (MSc)--Stellenbosch University, 2002.
ENGLISH ABSTRACT: An opportunity currently exists for retailers to develop store image strategies to target the female large-size apparel consumer market within the multicultural South African consumer society. This exploratory study set out to generate and describe retail store image attributes perceived as important to the female large-size apparel consumer within the South African context, as well as identifying differences and similarities in the perception of these attributes based on race and age group. The study also aimed to determine if the existing store image attribute groupings by Lindquist (1974-1975:31) is applicable when studying the female largesize apparel consumer. Focus groups were used as method of data collection in this study. The sample population (n=37) consisted of account holders who purchased apparel from a specific large-size apparel retail store during a specific time period. Three race groups, namely Africans, Coloureds, and Whites, as well as three age groups i.e. 20-29, 30-39, and 40-54 year age groups were included. Each focus group was homogenous in race and age composition. A facilitator conducted group discussions by following a focus group schedule. The first part of the discussion generated retail store image attributes deemed important by the focus group participants, followed by the rating of the perceived importance of these attributes using the Schutte Visual Scale. The second part of the discussion generated participants' description of Lindquist's nine identified store image attribute groupings, followed by the rating of the perceived importance of each of these attribute groupings using the Schutte Visual Scale. Transcriptions of all the focus group discussions were made. For the first part of the study the transcriptions were compiled into composite lists and refined based on Lindquist's nine attribute groupings. The aggregate ratings for each specific attribute and attribute grouping were calculated. For the second part of the study's results, the descriptions of each of Lindquist's nine attribute groupings was compiled into a single list of descriptive attributes. The aggregate ratings for each of these attributes groupings were calculated. Respondents perceived Merchandise and Clientele the most important attribute groupings in the analysis of all race and age groups, followed by Service, Post-transaction satisfaction, Promotion and Store atmosphere. Institutional factors and Physical facilities were perceived as the least important attribute groupings. No attributes relating to Convenience were generated. In the analysis of race and age groups, Merchandise and Service, followed by Store atmosphere, were perceived as the most important attribute groupings by most of the focus groups. The specific attributes generated by the different groups showed similarities, whereas the rating and definition of these attributes differed. Lindquist's descriptions of the nine attribute groupings were compared to the descriptions of the respondents. Similarities and differences were identified. Recommendations were made to refine and adapt Lindquist's attribute groupings and descriptions to develop a store image research framework that could be more applicable to the female large-size apparel consumer. This exploratory study provides some insight into the perceived importance of retail store image attributes by the female large-size apparel consumer, given the context of a multi-cultural South African society. Recommendations for future research were made and the implications for retailers were outlined.
AFRIKAANSE OPSOMMING: Daar bestaan tans 'n geleentheid vir kleinhandelaars om 'n winkelbeeld strategie te ontwikkel wat gemik is op die vroulike groter figuur kledingverbruiker binne die multikulturele Suid- Afrikaanse verbruikersamelewing. Hierdie verkennende studie poog om kleinhandel winkelbeeldeienskappe wat deur die vroulike groter figuur kledingverbruiker binne die Suid- Afrikaanse konteks as belangrik beskou word, te genereer en te beskryf, sowel as om die verskille en ooreenkomste in persepsies van die belangrikheid van hierdie eienskappe tussen ras en ouderdomsgroep te identifiseer. Die studie het ook ten doeI om te bepaal of die bestaande winkelbeeldeienskap groeperinge, soos deur Lindquist (1974-1975:31) voorgestel, toepaslik is wanneer die vroulike groter figuur kledingverbruiker bestudeer word. Fokusgroepe is as metode van data-insameling gebruik. Die steekproef (n=37) was rekeninghouers wat aankope gedoen het by 'n bepaalde groter figuur kledingkleinhandelaar binne 'n spesifieke tydsperiode (n=37). Drie rassegroepe naamlik Swartes, Kleurlinge, en Blankes, sowel as drie ouderdomsgroepe te wete 20-29, 30-39, en 40-54-jariges is ingesluit. Elke fokusgroep was homogeen in ras- en ouderdomsamestelling. 'n Fasiliteerder het die fokusgroepbesprekings gevoer deur 'n fokusgroepskedule te volg. Die eerste deel van die bespreking het kleinhandel winkelbeeldeienskappe, wat deur die fokusgroepdeelnemers as belangrik beskou is, gegenereer. Dit is gevolg deur die meting van die respondente se persepsie van die belangrikheid van hierdie eienskappe met behulp van die Schutte Visuele Skaal. Die tweede deel van die bespreking het beskrywings van Lindquist se nege winkelbeeldeienskap groeperinge gegenereer en is gevolg deur die meting van respondente se persepsie van die belangrikheid van hierdie eienskap groeperinge met behulp van die Schutte Visuele Skaal. Transkripsies is van al die fokusgroepbesprekings gemaak. Vir die eerste deel van die studie is die transkripsies in lyste van spesifieke eienskappe saamgestel en georden volgens Lindquist se nege eienskap groeperinge. Die gemiddelde waarde vir elke spesifieke eienskap sowel as vir die eienskap groepering is bereken. Vir die tweede deel van die studie is beskrywings van elk van Lindquist se nege eienskap groepering saamgestel in 'n enkele lys van beskrywende eienskappe. Die gemiddelde waarde vir elk van hierdie eienskap groeperinge is bereken. Respondente beskou Goedere (Merchandise) en Kliëntebasis (Clientele) as die belangrikste eienskap groeperinge in 'n analise van alle ras- en ouderdomsgroepe, gevolg deur Diens (Service), Na-verkoop tevredenheid (Post-transaction satisfaction), Promosie (Promotion) en Winkelatmosfeer (Store atmosphere). Institusionele faktore (Institutional factors) en Fisiese fasiliteite (Physical facilities) is die minste belangrik. Geen eienskappe wat met Gerief (Convenience) verband hou, is gegenereer nie. In die analise van ras- en ouderdomsgroepe is Goedere en Diens, gevolg deur Winkelatmosfeer, as die belangrikste eienskap groeperinge beskou deur meeste van die fokusgroepe. Die spesifieke eienskappe wat deur die verskillende groepe gegenereer is, dui op ooreenkomste, terwyl die gemiddelde waarde en fokus van die eienskappe verskil. Lindquist se beskrywings van die nege eienskap groeperinge is vergelyk met die beskrywings van die respondente. Ooreenkomste en verskille is geïdentifiseer. Voorstelle is gemaak om Lindquist se eienskap groeperinge en beskrywings te verfyn en aan te pas ten einde 'n winkelbeeld navorsingsraamwerk te ontwikkel wat meer toepaslik is op die vroulike groter figuur kledingverbruiker. Hierdie verkennende studie bied insig in die vroulike groter figuur kledingverbruiker se persepsies van die belangrikheid van kleinhandel winkelbeeldeienskappe, gegewe die konteks van 'n multkulturele Suid-Afrikaanse samelewing. Aanbevelings vir verdere navorsing word gemaak en die implikasies vir kleinhandelaars is uitgewys.

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Allushi, Amis. "Strategické řízení značky Signal." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76108.

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This diploma thesis is focused on strategic brand building of brand Signal. A complex research of all important issues has been made. It is an overall overview of oral care market in CZ, set up Signal status in this market.

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Binder, Julia, and Sharanya Akella. "An approach to increase Perceived Consumer Effectiveness : Investigating the effect of Just-World Belief and empowering statements on PCE." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157457.

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Consumers demand for sustainable and ethical products; products that protect the environment as well protect the well-being of workers in every way. Ethical products are a part of sustainability development where companies are obliged to follow guidelines and provide workers with good daily wages and various possibilities to enhance their life. The thesis focuses on ethical consumption and specifically takes a closer look at fair-trade tea. Fair-trade products are produced in a fair way and follow strict guidelines to make sure every worker is cared and provided a respectful life. Due to increase of sustainable products in the market, consumers have become largely aware of the consequences caused by products to the environment. However, when it comes to ethical products, consumers have a disbelief towards unfair situations workers experience. Some consumers believe labor malpractices are often exaggerated and some consumers believe that the victim actually deserves the situation. Even though some consumers would like to contribute, others tend to turn away with a thought that their purchase would not make any significant difference which leads them to not purchase fair- trade products. The thesis explores how and what factors influence such consumers’ minds, with the focus to increase PCE - Perceived Consumer Effectiveness (consumer’s belief that their purchase contributes to a positive outcome). The thesis further examines if PCE directly influences purchase intentions if Belief in Just World and empowering statements influence PCE. Results show that high belief in Just World negatively influences Perceived Consumer Effectiveness. Empowering statements increase awareness on ethical issues and decreases skepticism towards ethical products. The thesis contributes to the theory of PCE and in-store marketing techniques. Triggering PCE at the stores during the point of purchase influences consumers intentions to buy a certain product.

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Sá, Andréa Firmino de. "COMUNICAÇÃO NO PONTO-DE-VENDA: ASPECTOS SENSORIAIS NA AMBIENTAÇÃO DAS MEGALIVRARIAS." Universidade Metodista de São Paulo, 2009. http://tede.metodista.br/jspui/handle/tede/871.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This research aims to investigate and discuss the store layout as an element of communication applied to the point of sale book store, observing and analyzing how the current stores are being adapted to the market reality, which aims to provide the customer with a pleasant experience, considering the competition against e-commerce and supermarkets that have been selling books. It aims to understand the use of the different senses, which are: touch, smell, taste, sight and hearing in the point of sale itself. The object of study is Livraria Cultura, at Conjunto Nacional, since it s the biggest book store in Brazil, considering its dimensions. Since it s a contemporary phenomenon inside real life, the methodology is the Single Study Case and the methodology procedures are: direct observation of the customer at the point of sale, bibliography research and interviews with frequent customers and professionals in this area. We can conclude that the hedonistic characteristics of the contemporary customer, who searches for pleasant experiences associated to the synergy in integrated marketing communication, favors the positive results presented by the book store.(AU)
Esta pesquisa tem como objetivo investigar e discutir a ambientação como elemento de comunicação aplicado ao ponto-de-venda livraria e observar e analisar como as atuais lojas se adaptaram a uma realidade de mercado, que visa envolver o cliente em uma experiência prazerosa, tendo em vista a concorrência do comércio virtual e a crescente venda de livros em supermercados. Pretende-se, neste trabalho, compreender a utilização dos diversos elementos sensoriais que envolvem: tato, olfato, paladar, visão e audição no ponto-de-venda físico. O objeto de estudo é a Livraria Cultura do Conjunto Nacional, sua relevância ocorre pelo fato da livraria ser a maior loja em metros quadrados do país. Por tratar-se de um fenômeno contemporâneo inserido no contexto da vida real, a metodologia utilizada é o Estudo de Caso Único e os procedimentos metodológicos são observação direta do consumidor no ponto-de-venda, pesquisa bibliográfica, entrevistas com freqüentadores da loja e com profissionais do setor. Pode-se concluir que as características hedônicas do consumidor contemporâneo que busca experiências prazerosas associada a sinergia da comunicação integrada de marketing favorecem para os resultados positivos apresentados pela livraria.(AU)

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Forsberg, Mikael, and Sara-Maria Löfvenberg. "Socially Desirable Fast Moving Consumer Goods - A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-156171.

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Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales. Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research. Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.

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Hombourger-Barès, Sabrina. "La contribution du design de l'espace de vente à l'évolution du positionnement de l'enseigne : une analyse longitudinale." Thesis, Dijon, 2014. http://www.theses.fr/2014DIJOE002/document.

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L’une des voies d’innovation plébiscitées par les détaillants pour orchestrer l’évolution de leur proposition de valeur consiste à réviser le design des espaces de vente. Les contributions académiques sur l’expérience en magasin se sont concentrées sur les perceptions des consommateurs ainsi que sur le repérage de pratiques managériales significatives. En prenant pour objet la traduction du repositionnement d’une enseigne par le design expérientiel des espaces de vente, la thèse propose de suivre le processus au cœur même du marché et de mettre à jour les mécanismes qui le sous-tendent. La conduite d’une étude longitudinale de cas enchâssés dévoile une conception holistique, basée sur l’interaction souhaitée du chaland avec le magasin. L’analyse relate l’enchâssement des quatre phases du cycle de vie et permet de recenser pour chaque phase les événements et problématiques associés aux six dimensions du processus. La thèse établit le rôle prégnant de la vision entrepreneuriale du dirigeant, clé de voûte de l’innovation. La proposition de valeur se matérialise par trois composantes gigognes que sont l’intrigue, l’action et le décor. Pour chacune des cinq étapes du parcours-client, des éléments de décor sont implantés pour relayer ou renforcer l’action souhaitée. Ces éléments constituent des mécanismes ou dispositifs destinés à stimuler le système expérientiel du chaland. L’évaluation, qui porte sur la mesure du positionnement perçu et vécu, contribue à ajuster la proposition de valeur au regard de quatre niveaux de cohérence et de la flexibilité du design. Enfin, les logiques de coproduction occasionnent une possible co-destruction de valeur, intentionnelle ou accidentelle
One of the innovative ways favoured by retailers to drive change in their value proposition is to review the design of their stores. Academic contributions to the in-store experience have mostly focused on consumer perspective and identifying relevant managerial practices. The core of this research studies how repositioning a retail brand translates into the experiential design of retail spaces. To this end, the research follows the repositioning process from a managerial perspective and updates the mechanisms that underlie it. The longitudinal study of embedded cases reveals the importance of an holistic design that takes into account the desired interactions between the shopper and the store. The analysis shows the four overlapping phases of the store’s life cycle, and breaks down the process into six dimensions, each with its own events and issues. The six dimensions are vision, plotline, action, decor, assessment and coproduction.The entrepreneurial vision of the leader is the cornerstone of the whole innovation process. The value proposition is embodied by three components, namely plotline, action and decor. For each of the five stages of the shopper’s journey, elements of the decor are implemented to relay or reinforce the desired action. These are mechanisms or devices meant to stimulate the shopper’s experiential system. The assessment, which involves measuring the perceived and experienced positioning, helps to adjust the value proposition in terms of four levels of consistency and flexibility of design. Finally, the coproduction of store design between different stakeholders can cause a co-destruction of value, whether intentional or accidental

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Houghtaling, Bailey Elizabeth. "Prioritizing Food Retailer Perspectives for Environmental Change in Food Stores to Encourage Healthy Dietary Purchases Among Low-Income Consumers in the United States." Diss., Virginia Tech, 2019. http://hdl.handle.net/10919/100729.

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Supplemental Nutrition Assistance Program (SNAP)-authorized store environments could be improved to favor consumer purchase of healthy products. Engaging with the key intermediaries who can use marketing-mix and choice-architecture (MMCA) strategies to encourage low-income consumers to purchase healthy products aligned with the Dietary Guidelines for Americans (DGA), 2015-2020 is essential. This PhD research describes five investigations that explored the perspectives of food store owners, managers, and corporate or independent businesses (e.g., retailers) to inform healthy food retail approaches: (1) a systematic review of the literature (1980-2017) identified social-ecological influencers of food store retailers' decision-making and ability to use MMCA strategies to encourage healthy dietary purchases in the United States (US); (2) SNAP-authorized retailers' perceived feasibility and costs to implement healthy MMCA strategies in rural stores were assessed (n=29); (3) SNAP-authorized retailers' healthy food and beverage perceptions and DGA-aligned product offerings were documented; (4) prevalent SNAP-authorized food store retailers in the US and between two states were identified to inform settings where healthy food retail approaches could reach numerous SNAP consumers; (5) and the availability of corporate social responsibility commitments to use MMCA strategies to improve consumers' diet quality among prevalent SNAP-authorized food store chains was explored. The collective findings from the review and four studies were that multiple social-ecological factors (e.g., skills/knowledge, consumers, suppliers) influenced US retailers' decision-making and ability to use MMCA strategies that favor healthy products. Rural retailers perceived prompting and proximity (e.g., labeling and location) strategies as feasible and less costly compared to other MMCA strategies. Some misalignments of healthy food perceptions and food store availability were identified and indicated a need for trainings to enhance the success of healthy food retail programs. To reach numerous SNAP consumers, healthy food retail programs should target nontraditional (e.g., non-grocery) food stores with varied approaches by state. However, few prevalent SNAP-authorized retailers have made public, voluntary commitments to reduce obesity and may reflect a low readiness to engage in partnerships to establish healthy food retail environments. Future research should document approach to and the impact of using MMCA strategies to encourage healthier consumer purchases on business outcomes among diverse store contexts.
Doctor of Philosophy

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Garção, Ricardo José Rodrigues Andrade. "O in-store marketing e o in-store branding como formas de diferenciação da farmácia comunitária." Master's thesis, 2019. http://hdl.handle.net/10437/9924.

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Orientação: António Hipólito Aguiar
Este trabalho de natureza essencialmente monográfica teve como principal objectivo efectuar um levantamento das boas práticas da grande distribuição em matéria de in-store branding e in-store marketing passíveis de serem aplicadas à Farmácia Comunitária como forma de diferenciação. Paralelamente, foi realizado um inquérito a clientes de farmácia e parafarmácia numa tentativa de melhor compreender as suas preferências enquanto consumidores de ambos os espaços. Foi também conduzido um pequeno estudo com o objectivo de testar em duas farmácias a aplicabilidade dos conceitos abordados e quantificar o seu impacto. As equipas das farmácias foram envolvidas no processo e também inquiridas sobre as métricas a implementar. Considera-se que ambos os inquéritos foram profícuos na medida em que as respostas obtidas se encontram suficientemente alinhadas com as ilações retiradas da bibliografia analisada. Designadamente, conclui-se que o espaço de exposição das Farmácias é possivelmente sub-aproveitado, principalmente face às Parafarmácias, e que as equipas das farmácias recorrem sobretudo à intuição, e não a normas, na forma de colocar produtos em exposição. Relativamente ao estudo propriamente dito, apesar da modesta dimensão, considera-se que o objectivo foi conseguido na medida em que as acções levadas a cabo se traduziram em aumento de vendas dos produtos impactados.
This thesis, of a mainly monographic nature, had as a main objective to gather relevant information on top retailer’s in-store marketing and in-store branding best practices which could be adapted to Community Pharmacies for differentiation purposes. Meanwhile, a survey of retail pharmacy clients was carried out in an attempt to improve our understanding of consumer preferences. A modest study was also conducted in two pharmacies to assess the application of the acquired concepts and to measure their impact in sales. Both pharmacies’ workers were involved in the process and inquired about the concepts as well. Both surveys were constructive seeing as the answers mostly coincided with the conclusions drawn from the literature. Specifically, it was concluded that the shelf-space of Community Pharmacies is likely underutilized, especially when compared to retail chainstores, and that the workers resort mostly to instinct when it comes to shelf-space allocation instead of standards. In regards to the study itself we can conclude, to some extent, that it was successful insofar as the intervention resulted in an increase in sales for the concerned products.

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Zanabazar, Gavaa, and 那貝華. "Marketing Strategy for a Bubble Tea Chain Store in Ulaanbaatar." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/39124914303606397712.

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碩士
長庚大學
商管專業學院
104
Bubble tea is the most famous and popular beverage of Taiwan. Many bubble tea brands have extended their chain stores to Asian countries, such as Japan, Korea, China, and Thailand. However, the business opportunity in Mongolia where milk tea is also very popular has been overlooked. Opening beverage chain stores in the Mongolian market could have a huge impact on both local and global brands. However, convincing consumers to use their products and brands can be challenging. The purposes of this study are to understand the preferences of Mongolian consumers about a custom-made beverage, to find the right target customers for a new beverage product, and to propose a competitive marketing plan. Using a quantitative questionnaire, online surveys were conducted with 187 Mongolian consumers living in Taiwan. The respondents are those people who have the experience of buying bubble tea. Through this survey, the consumer behaviors of buying bubble tea and consumer attitudes on product design, price, retail channel, and promotion of current bubble tea related products were investigated. The theory of innovation diffusion is applied to adjust the product design, pricing, retail channels, and promotion strategy for opening a new bubble tea chain store in Ulaanbaatar. The new product should be introduced by opinion leaders to enhance the purchase intention of target customers.

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Narendra, Dharmite Tushar. "The influence of new trends in store atmospherics on customer experience in a convenience store environment in Portugal." Master's thesis, 2017. http://hdl.handle.net/10071/14609.

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JEL - classification system M31 – Marketing | M37 – Advertising | O3 – Innovation
Delivering an enhanced customer experience is a growing concern in today’s marketing world. There is enough scientific evidence and not scientific, that the influence of customer experience depends on the efforts made by firms in several aspects, and one of the most influencing is the store atmosphere that affects customer’s buying decision, depending on the type of business or store format frequented. Therefore, the main purpose of this dissertation is to study the influence of future trends in store atmosphere on Portuguese population in a Gas Station Convenience Store (also known as c-store) context. To achieve the goal of this dissertation, an intensive literature and empirical research was conducted. Henceforward, a Focus Group and Virtual Reality based experiments were carried as exploratory and qualitative methods. Findings revealed that out of a bunch of new trends, some may result better than others in a C-Store. Trends like Front-line Employees-Customer Interaction created value for customers, Digital Signage captured attention, Hybrid Store could enhance visits to the store, Interactive Screens could be a high utility solution and Co-Creation enhanced satisfaction. Only New Payment Methods were not very well accepted due to the lack of trust on security issues. It was found that results are influenced by the number of visits or the amount of knowhow that customers hold about a certain store. A common pattern was found out to be consistent between the people that visited the store every day. Consequently, managers should understand not only which trends fits best their store/business according to their business mission (i.e. convenience stores are meant to be fast, convenient and efficient) but also how it affects each and every customer that visits their outlet. Findings also revealed that it doesn’t matter what strategies are used to manipulate the store ambiance if some main principles such as the price strategies and the products offered are not completely what customers are willing to pay for. As Adcock et al., (2001: 1) would say the customer wants “the right product, in the right place, at the right price and at the right time”.
Os gestores de Marketing de hoje, têm cada vez mais uma maior preocupação em oferecer uma experiência única ao cliente. Esta realidade é comprovada não só pelas provas cientificas como também pelas noticiais do dia-a-dia. A qualidade da experiência oferecida ao cliente depende do esforço de cada empresa. Existem várias condicionantes para influenciar a decisão de compra do consumidor, e uma das mais influentes é a Atmosfera da Loja, dependendo do tipo de negócio e do formato de loja frequentado. Assim, o objetivo principal desta dissertação é estudar a influência de futuras tendências na atmosfera de loja num contexto de loja de conveniência (ou c-store) de gasolineiras em Portugal. Para alcançar o objetivo desta dissertação, foi realizada uma intensiva pesquisa empírica. Foram levadas a cabo duas experiências (Exploratórias e Qualitativas): Focus Group e Experiência à base de Realidade Virtual (exploração do mundo virtual em ambiente controlado). Resultados revelaram que de um grupo inicial de possíveis 10 novas tendências de Atmosfera de Loja, algumas podem resultar melhor que outras mediante o tipo de negócio. Tendências como Interação Colaborares de Loja – Clientes criavam maior valor para os clientes, Lojas Hibridas podem aumentar as visitas à loja, Digital Signage capta a atenção, Ecrãs Interativos podem ter grande utilidade e a Cocriação aumenta a satisfação. Os únicos que não foram bem aceites foram os Novos Métodos de Pagamento por questões de risco de segurança. Os resultados obtidos também indicam que o número de visitas ou a quantidade de know-how que os clientes têm sobre uma determinada loja, influencia as suas respostas. Por exemplo, foi possível notar um padrão comum entre os clientes diários de uma loja. Consequentemente, os gestores devem entender não só quais tendências se encaixam melhor na sua loja/negócio de acordo com sua missão de negócios (isto é, as lojas de conveniência devem ser rápidas, convenientes e eficientes), mas também como isso afeta os clientes que visitam a sua loja. Por fim, também foi possível concluir que não bastam apenas estratégias para criar o ambiente da loja. É necessário também adaptar alguns princípios fundamentais como as estratégias de preços e os produtos oferecidos aos clientes. Como Adcock et al. (2001: 1) diria: o cliente quer "o produto certo, no lugar certo, no preço certo e na hora certa".

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Chang, Yuh-Ann, and 張裕安. "A Study of Factors in Network Marketing for Internet Store in Taiwan." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/40546489842092231074.

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碩士
國立政治大學
資訊管理學系
86
The Research is to study the factors in network marketing for internet storesin Taiwan, and to study the contents of business values and business performance.

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TSAI, TSAI-YU, and 蔡彩玉. "Online Marketing Research in Clothing Industry：A Case Study in Korea Clothing Store." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ej7ktg.

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碩士
東海大學
工業工程與經營資訊學系
104
With the advent of the web era, there are more and more people online, and internet becomes more popular and convenient; however, the social network continues to increase, so enterprises have begun to use community media network marketing. In internet community, Facebook grows fastest. According to official statistics Facebook by November 22, 2012 there were 13 million-registered members in Taiwan, and more than 1.6 million -setup fan pages. Currently, about 75% of enterprises use fan pages to set up and use the app in cooperation with other sites through the "Users push praised buttons to release dynamically" web to organize activities, network propaganda to promote network Road to reach the first stage of marketing - "the integration of results". Followed by diffusion through the community, the strength of majority of members and the masses, a variety of information through friends and friends, and layer by layer are pushed outward, and finally to reach network marketing purposes. The fashion industry markets in Taiwan are now everywhere. In the situation of demand exceeding supply, many apparel retail industries seek more towards web development opportunities to take advantage of the Internet and the effective online marketing practices in order to create competition Advantage. The study by document verification and analysis of boutique business success online finds the ways accessible on the Internet apparel retail marketing channels as the Facebook fan page. The most commonly used Internet marketing strategy is viral marketing. We expect that this study makes the next step into the network which can be used as references of the fashion industry.

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Tengström, Michaela, Hanna Björkman, and Patricia Egardsson. "Retail Experience Marketing : A study on customer perceptions of successful in-store experience marketing within retailing." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26665.

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It has been shown that in today’s society, businesses will need to consider not only selling products or services, but also experiences in order to fulfil customers’ increasing demand for more stimuli in purchase situations. Additionally, brick and mortar retailers will need to respond to the increased use of online sales channels through finding ways of attracting customers to their stores. One way of responding to both trends can be to practise Experience Marketing and thereby offer holistic, stimulating and memorable customer experiences at every purchase situation. With this insight, this thesis will investigate which specific factors that are perceived as important when creating successful in-store experiences. From this, the aim is to create a framework based on customers’ perceptions that can be useful for brick and mortar retailers when implementing experience marketing. Five propositions of what factors to include in order to create successful experiences are presented. These are tested and further developed through both quantitative and qualitative research. The empirical investigation results in the creation of a final suggested framework including the supported propositions, one new Additional Factor and several suggested subcategories within each factor. The final framework suggests following factors as important when creating successful experience marketing: Store Environment, Employee Characteristics, Senses and Additional Factor.

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Wei, Wu-Mei, and 魏玉美. "The use of TRIZ in the service sector marketing- A Department Store." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/66237931503569746788.

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碩士
中華大學
科技管理學系(所)
98
Living in the highly competitive and knowledge-based economy era, the concept of time, the nature and content of the market, consumers are changing behavior. To establish a unique competitive business advantage, while innovation is the only way of business survival. In recent years, "innovation" has always been an important business principle. As early as 1940, Russian scientists invented the world's various patents Altshuller examined up to 400 thousand pens, rules and found the invention is the inventors is that patterns of behavior and thinking from the called TRIZ theory. In this paper, a small department store services marketing issues to improve, for example, use of TRIZ in the Theory of 40 inventive principles and contradiction between the concept of establishing parameters of matrix, the matrix of contradictions marketing services into 21 new parameters, the contradiction between the establishment of a service marketing matrix, to find a systematic process for the enterprise as a reference and to solve the problem, which is saturated in the department store industry, market, provide a complete model of innovative and viable marketing strategy to help the department store business success, but also for the future more cases of TRIZ in management, providing diverse thinking. The results show that out of small stores in the market competition fierce, not only store smaller, product type selection is not abundant, the product combination can not with the formation of large-scale department stores, the market almost to large-scale technology Under the department store stands, for now the industry is still struggling, as long as can clearly understand their position in the market, target customer base and strengthen consumer preferences in the way of small department stores and large department stores or business differentiation, even in the highly competitive business environment can be a world of their own.

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(Robin), Ting Chang-Yen, and 丁昌言. "The impacts of In-Store Marketing Media to the consumer shopping behavior." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/42227710106413280997.

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碩士
國立臺北大學
企業管理學系
88
In the most recently, it is a trend that marketing environment such as distribution channels, media and consumer shopping habits are changing dramatically. To sustain our relationship with the channels and continuously marketing our products to the targeted consumers, we must to aim for In-store marketing activities proactively in order to make one effective communication towards to the consumers in the shopping venue. As a result, the In-Store Marketing Media is getting important of which is a must and necessary vehicle that can help us to achieve the marketing objectives. Because, there are 66% spending made in the store were not coming from pre-decision prior to the shopping. Up to today, the In-Store Marketing Media in Taiwan has no direct competed to other major media (Television, Radio, Newspaper, and Magazine) as it is a fresh medium at point of writing. There are neither any reports nor researches have deeply studied the effectiveness of In-Store Marketing Media as others. Therefore, this research serves to find the answers for the impacts of In-Store Marketing Media to the consumers shopping behavior. The research starts from the descriptions of In-Store Marketing Media, and followed by using “self-vision” that made under the concept of “five human sense” as an experimental sample to further study it’s effectiveness and impacts to the consumers shopping behavior. The metrology of this research is adopting “observational method” for which we using hidden video to observe consumers under naturalistic situation. In addition, a follow up questionnaire to detect the respondent out of observation was also conducted simultaneously. The results of research shown that the experimental sample — “self-vision” with sound effects has direct impact to the consumers’ shopping behavior.

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Pinto, Inês Ferreira Lourenço. "How can store atmosphere be applied in Sonasol brand?" Master's thesis, 2017. http://hdl.handle.net/10071/15765.

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The presented pedagogical case study aims to study the importance of the new store atmosphere trend in a fast moving consumer good brand, Sonasol, in Portugal. Nowadays, in Portugal, fast moving consumer good’s brands are experiencing a dramatic reality regarding price competitiveness. Since May 1st 2014, when one of the major chains of the country has advanced with a strategy of 50% price cut off, the market has been getting more aggressive. Is conventional marketing enough to attract new and existing consumers? Has, a brand with 65 years, ability to grow and differentiate itself versus the competition? A qualitative and quantitative analysis allowed to conclude that Sonasol has not the capacity to install a price war and that this strategy must be rethought. In a market where is possible to find some studies about marketing experiential and its main advantages, comes the opportunity to do different - and better! Having as main objective the retention of the oldest consumers of the brand and also the recruitment of a younger generation more uncomplicated and more active in society, different proposals were developed in the area of marketing focused on the brand's ability to promote a distinctive experience. The area of experimental marketing and store atmosphere is an area with a scarce scientific investigation, but already showing many advantages and successes when implemented. In this sense, this study serves to demonstrate how a traditional and aging brand can be reborn in the market and bring a new era to the fast moving consumer goods market.
O presente caso pedagógico tem como objetivo estudar a importância da nova tendência de atmosfera de lojas numa marca de grande consumo, Sonasol, em Portugal. Atualmente as grandes marcas de grande consumo estão a viver uma realidade dramática no que diz respeito à competitividade de preço. Desde o dia 1 de Maio de 2014, onde uma das principais cadeias do país avançou com uma estratégia de 50%, que o mercado tem vindo a ficar cada vez mais agressivo. Será o marketing convencional suficiente para reter e atrair consumidores? Tem, uma marca com 65 anos, capacidade para se diferenciar versus a concorrência? Uma análise qualitativa e quantitativa permitiu concluir que a marca Sonasol não tem capacidade para instalar uma guerra de preços e que esta estratégia deve ser repensada. Num mercado onde já se encontram estudos sobre o marketing experiencial, e as suas principais vantagens, surge a oportunidade de fazer diferente – e melhor! Tendo como objetivo a retenção dos consumidores mais antigos da marca e, também, o recrutamento de uma geração mais jovens e ativa na sociedade, foram desenvolvidas diferentes recomendações na área do marketing focadas na capacidade da marca em promover uma experiência distintiva. A área do marketing experimental, e das atmosferas de loja, é uma área com pouca investigação cientifica, mas que já demostra bastantes vantagens quando implementada. Neste sentido, serve este estudo para demostrar como uma marca tradicional e com tendência envelhecida, poderá renascer no mercado e trazer uma nova era para o mercado de "fast moving consumer goods".

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Rosa, Catarina Conde. "In-store promotional campaign: The impact of a new fragrance." Master's thesis, 2013. http://hdl.handle.net/10071/6627.

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The luxury market has evolved throughout time and even today, with the current news about the economic downturn, it is surprising to realize that this market continues to grow. The success lies not only on the constant affluence of customers with willingness to purchase luxury, but mainly depends on the continuous work held by luxury brands either by creating innovating and creative products, either by strengthening their relationship with the consumer. Moreover, this thesis aims to study the impact of an in-store promotional campaign within the launch of the new feminine fragrance of Balenciaga, named Florabotânica on the consumer’s awareness and willingness to experiment and, furthermore, to understand the Portuguese consumer behavior towards a selective fragrance store named Perfumes & Companhia. The analysis relies on the results obtained by a survey held in four different stores of the group. Findings point out the inexistence of awareness of the promotional campaign set by the brand, which calls into question the efficiency of this marketing strategy in the fragrance market. Still, it was taken into consideration the internal and external factors that may have influenced the final results such as the product characteristics, action from competitors and the consumer behavior towards a fragrance store. Regarding the consumer’s profile of Perfumes & Companhia stores, findings show that the consumer does a planned consumption process and does not spend much time in front of the linear. In addition, in the study, it was concluded that, sampling and beauty assistants are perceived as important drivers on the purchase process by the consumers. Luxury brands success lies on innovation and creativity, thus it is critical to always search new and better marketing strategies in-store that will be able to attract the consumer and make him fall for that luxury product.
O Mercado de luxo tem evoluido ao longo dos tempos e hoje, com a conjuntura de crise, é supreendentemente o mercado que continua a crescer. O seu sucesso não depende apenas da grande afluência de consumidores com vontade de comprar produtos de luxo, mas principalmente do trabalho contínuo desenvolvido pelas marcas de luxo seja através da criação de produtos inovadores e criativos, seja pelo fortalecer da relação com o consumidor. Assim, esta tese tem como principal objetivo estudar o impacto de uma campanha promocional de uma nova fragrância feminina de Balenciaga, chamada Florabotânica, no consumidor. Em segundo lugar, o estudo também passará por compreender quem é o consumidor português de uma perfumaria Perfumes & Companhia. A análise basea-se nos resultados obtidos através do questionário realizado em quatro lojas diferentes do grupo. Os resultados apontam para a inexistência de reconhecimento da campanha promocional definida pela marca, o que faz questionar a eficácia desta estratégia de marketing no mercado de fragrâncias. Contudo, foram considerados possíveis factores internos e externos que podem ter influência nos resultados finais, tais como as características do produto, a acção dos concorrentes e o comportamento do consumidor de uma perfumaria. Em consideração ao comportamento do consumidor nas lojas Perfumes & Companhia, os resultados revelam um consumidor que define um processo de compra planeado e que despende pouco tempo em frente ao linear. Ainda, foi concluido no estudo, que o sampling e as assistentes de beleza têm uma grande influência no processo de compra dos consumidores. O sucesso das marcas de luxo está na constante inovação e criatividade, portanto, é fundamental continuar a procurar novas e melhores estratégias de marketing in-store, que serão eficazes para atrair o consumidor e fazê-lo apaixonar-se pelo produto de luxo.

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45

Ho, Chia-Chi, and 何嘉琪. "A Case Study on Marketing Strategy of International Department Store in Retailing Industry." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/yz4fxh.

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碩士
國立臺北科技大學
商業自動化與管理研究所
97
The economics recession started from late 2008 caused a serious damage to the Industry of retailers, especially the department stores. The purpose of this research is to better understand the current marketing strategy of the department stores in Taiwan and U.S, furthermore to analyze the difference. Expect to have more ideas on how to overcome the difficulty caused by the recession and provide some suggestion for next move. After analyzing, we realized same marketing strategy can’t apply to different department stores especially when they are located in different countries under different cultures. For U.S market, department store needs to focus on the customer service, personnel training, the physical evidence and the process but for the Taiwan market; the key point will be to create its own brand, pricing, and promotional strategy. Have made recommendation based on the result of the research and hope it can help others on further research in the future.

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Chen, Hsin-yi, and 陳欣怡. "A Study of Relationship Marketing in Coffee Shop Chain-Store--An Integrated Model." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/55026367530627529553.

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碩士
國立高雄第一科技大學
行銷與流通管理所
95
In the research that was conducted, we constructed a relationship quality model suitable for the coffee shop chain-store. Through the literatures review, there are three important relationship quality antecedent factors, communication quality, service quality, and relationship investment. In this study, we test the relation between antecedent factors, relationship quality (satisfaction and trust) and finally relationship outcome, customer loyalty (repurchase intention and month monetary amount). The study takes the relationship age into the model as moderating variable, and location convenience into the model as control variable. The sample frame is the customers of Ikari Coffee Shop. The sample size is 437. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. Service quality and relationship investment are main antecedent factors of relationship quality, and service quality is the most important one of two antecedent variables. 2. The study suggest that trust can positive effect on repurchase intention and month monetary amount. However, satisfaction only positive effects on repurchase intention. 3. The results provide evidence that supports the moderating effect of relationship age on the relationship between satisfaction, trust, repurchase intention, and month monetary amount. For customers who have short relationship age with coffee shop, there is no positive relationship between customer’s satisfaction and trust. However, customers who have long relationship age with coffee shop are the positive relationship between customer’s satisfaction and trust, and trust rather than satisfaction is strongr positive relationship with repurchase intention.

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47

Wang, Wei-Lung, and 王偉龍. "A Case Study of Non-store Based Marketing Strategy in 3C Channel Industry." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/68965382054940712578.

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碩士
國立臺灣大學
商學研究所
91
It has been a long time since the non-store based marketing first appeared in Taiwan. However, due to the low level of consumers’ acceptance, the way the owners operate, and the quality of the products, the market scale of the virtual channel industry is hard to enlarge. In 1999, the case company brought the exotic advanced “TV Home Shopping” techniques into Taiwan’s virtual channel industry. It is the first one to integrate the TV Home Shopping, Internet Shopping, Catalogue Shopping and broadcast media into single virtual channel in a systematic way and has gradually become a threat to traditional “brick and mortar “channel. The strategies used to develop the 3C market by the case company have been analyzed in this thesis. The aspects from Taiwan’s 3C channel structure, the procurement model and the 3C market scale are introduced in the beginning. Subsequently, the strengths, weaknesses and market position of the case company are illustrated by Michael Porter’s “Five Forces Model” and “SWOT Analysis”. Finally, the required supports and strategies on its operating activities are elicited from the “Value Chain Analysis”.

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48

Campbell, T. E. "Joint in-store promotion : relationship issues in the South African fast moving consumer goods industry." Thesis, 2012. http://hdl.handle.net/10210/4554.

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49

Chen, I.-Fu, and 陳一夫. "How Marketing Stimuli Moderate Consumers'' On-Store Buying Decisions for Rapid-Substituted Products: The Case of Cookies in the Convenience Store Channel." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/08171166055720087979.

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碩士
國立高雄第一科技大學
行銷與流通管理系
89
The objective of this study is to provide insight into what factors are considered when consumer of different types make their decisions in buying cookie, and how their purchasing decisions can be influenced? In addition, this study further addresses the purchasing characteristics of two types of consumers (high loyalty for buying high price products versus low loyalty for buying low price product) from perspective of package of product, effect of advertising, brand name and brand loyalty. This study is based on 416 pieces of eligible questionnaire taken of convenient sampling from convenience stores. Techniques of Describe Statistics, the Factor Analysis, the Discriminate Analysis, the Analysis of Variance, and the Cluster Analysis are employed for identifying factors that have evidently different impact on four opposite sample groups (high loyalty and high price product buyer vs. low loyalty and low price product buyer, high loyalty buyer vs. low loyalty buyer, high price perception buyer vs. low price perception buyer, and the planning buyer vs. un-planning buyer) facing purchasing stimulation from marketing activity. The conclusions of this study are: 1.The priority of thinking factors for the high loyalty and high price product buyer are in sequence of “brand”, “evaluation of advertising”, and “evaluation of package”. 2. The most important thinking factor of purchasing cookie for the high price perception buyer and the planning buyer is “the value of the brand”. 3. The other significant thinking factor of purchasing cookie for the high loyalty and the planning buyer is the “evaluation of package”.

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Li, Ai-Shiuan, and 李艾璇. "Applying Transaction Cost to Explore the Effect of Relationship Marketing Strategy in Department Store." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/35918838269955146458.

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碩士
亞洲大學
國際企業學系碩士班
97
This study attempts to develop the conceptual model for exploring the effect of relationship marketing strategy for the department store based on the transaction cost theory. The integrated theoretical model focuses on the interrelationship among relationship marketing strategy, transaction cost, customer satisfaction, perceived risk, and customer loyalty. Specifically, the major purposes of this study are to analyze the effects of relationship marketing and transaction cost, respectively. This study further explores the impact of customer satisfaction and perceived risk on customer loyalty. The research context of this study is confined to department stores. Thus, the qualified participants are necessary to have experiences of shopping in the department stores. The questionnaire items are selected from relevant theories and measured on seven-point Likert scales. The questionnaires are delivered by either Internet-based or paper form. Finally, there are 223 valid questionnaires in total. Descriptive statistics, factor analysis, reliability analysis, canonical analysis, and structural equation model (SEM) are employed. The results show that relationship marketing significantly has positive effect on customer satisfaction and negative effect on perceived risk. However, relationship marketing does not affect significantly customer loyalty. As to influence of transaction cost, it significantly has negative effect on customer satisfaction and positive effect on perceived risk. Yet, the association between transaction cost and customer loyalty is not significant. As to influences of customer satisfaction and perceived risk on customer loyalty, the former is positively related to customer loyalty. On the contrary, perceived risk is not significantly related to customer loyalty.

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