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Gil, Rosana de Araujo. "A PROMOÇÃO DE VENDAS E A CRIANÇA: O PEQUENO CONSUMIDOR LEVADO A SÉRIO NO PONTO DE VENDA." Universidade Metodista de São Paulo, 2004. http://tede.metodista.br/jspui/handle/tede/739.
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Previous issue date: 2004-03-15<br>Conselho Nacional de Desenvolvimento Científico e Tecnológico<br>This paper discusses the growing importance of the infantile-consumer segment in the market, focusing in the point of purchase (POP) and the procedures to be implemented in
order to attract this type of consumer. This study is based on the conceptual framework of retailing and Brazilian s market
trends, ending with a research on parents and kids at the point of purchase (POP).<br>Este trabalho discute e demonstra o crescimento da importância do consumidor infantil no mercado, principalmente no que se refere ao ponto de venda e as articulações que podemos demandar para atrair a atenção desta clientela.
Parte de um referencial teórico do marketing destinado ao varejo, passa pelas tendências de mercado brasileiro, terminando com uma pesquisa realizada com pais e filhos no ponto de venda.
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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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Soo, Jackie. "Point-of-Purchase Food Marketing and Policy Solutions." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:27201724.
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Background: Food marketing has been implicated as a driver of obesity. However, few studies have examined point-of-purchase marketing in supermarkets and restaurants, or marketing in lower-income countries. Furthermore, policy solutions to counteract marketing and provide consumers with objective nutritional information require evidence of efficacy.
Paper 1. We documented child-oriented marketing practices, product claims, and health-evoking images on 106 cereals sold in Guatemala City, Guatemala. Linear regression was used to evaluate the association between various marketing strategies and nutritional quality. We found that child-oriented cereals had worse overall nutritional quality and higher sugar content compared to non-child oriented cereals. Cereals with health claims were not significantly healthier than those without claims.
Paper 2. Menu items marketed on general and kids’ menu boards and signage were recorded at McDonald’s, Burger King, Wendy’s, and Taco Bell throughout the United States in 2010 and 2013. Linear regression was used to model changes over time in nutritional quality of marketed foods and beverages. On general menu boards, marketed items became healthier, improving in overall nutritional quality and decreasing in calories. This pattern was evident in all chains except Taco Bell, where marketed items increased in calories. On general menu boards and signage, while marketed foods improved in nutritional quality, marketed beverages remained the same or became worse. However, on kids’ menu boards, both foods and beverages became healthier.
Paper 3. 1,958 adults completed an online survey. Participants were randomized to one of six labeling groups: No label; Calories per bottle; Traffic light; Warning label; Calories+Warning; Traffic Light+Warning. Differences in purchase intentions and perceptions for SSBs across groups were assessed with ANCOVAs. Single health warning labels on SSBs appeared as effective as single traffic lights or combined calories plus warning labels. Warning labels were most effective when combined with traffic light labels in conveying health-related risks associated with SSB overconsumption.
Conclusions: Although marketed products in fast food restaurants in the United States appear to be showing modest improvements in nutritional quality, the increase in child-oriented marketing on nutritionally-poor items in other countries is concerning. Continued research on nutrition-minded policy solutions is essential.
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Schmidt, Toni [Verfasser]. "Shopper Behavior at the Point of Purchase / Toni Schmidt." Frankfurt : Peter Lang GmbH, Internationaler Verlag der Wissenschaften, 2016. http://d-nb.info/1102804959/34.
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Kim, Deuksoo. "The role of packaging design in point-of-purchase communications." Thesis, De Montfort University, 2002. http://hdl.handle.net/2086/4825.
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Veldman, Stian. "Consumer perceptions of beer products at the point of purchase / Veldman S." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7342.
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Customer perception and the way this phenomenon impacts customers' choices when purchasing products is an extremely significant marketing aspect in any industry. In a competitive market and economy, understanding and being able to predict consumer perceptions and responses is a crucial competitive factor that all suppliers should have an in–depth knowledge and understanding of. This applies especially to the South African beer market with more than forty competing beer brands.
This study examines the aspect of customer perception in terms of the three central variable perceptions of price, taste and brand image. Furthermore, the study takes into account the interaction between these variables and attempts to ascertain whether one is more significant than the other. To this end an empirical research study was undertaken by means of a questionnaire that examined the responses from 225 participants. These responses were analysed in terms of a number of significant variables in relation to perceptions of price, taste and brand image. The results were also compared to the literature and theory on the subject.
Among the findings from this research was that while all variables were important, price was considered by the participants to be a constant factor in the decision–making process. However, it was also found that price as a perception could not be viewed in isolation as a separate and autonomous variable. It was found that aspects such as brand image could have a significant impact on other perceptual factors such as taste.
The study concludes with the recommendation that the perceptions of price, taste and brand image should be considered in terms of their affect on each other and should be further researched in terms of a more holistic understanding of their interconnections.<br>Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
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Zimmermann, Gregor. "Videobeobachtung im stationären Einzelhandel eine empirische Analyse zum Kundenverhalten am Point of Purchase." Lohmar Köln Eul, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=3066337&prov=M&dok_var=1&dok_ext=htm.
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Zimmermann, Gregor. "Videobeobachtung im stationären Einzelhandel : eine empirische Anaylse zum Kundenverhalten am Point of Purchase /." Lohmar [u.a.] : Eul, 2008. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016777774&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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SADDI, MONICA SABOIA. "FASHION BRAND STORES: INTEGRATING THE FASHION BRAND IDENTITY TO POINT OF PURCHASE DESIGN PROJECTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=13339@1.
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CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO<br>A presente pesquisa aborda os projetos de design para pontos de venda de
marcas de moda, como importantes veículos de transmissão da identidade das
marcas. Analisa os processos de integração desses projetos entre si e com a
identidade das marcas. A pesquisa de campo foi realizada através do método de
pesquisa-ação participante, durante um ano, para testar um modelo de integração,
em duas empresas de varejo de moda no Rio de Janeiro. A pesquisa bibliográfica
relaciona a velocidade e efemeridade do contexto atual, com o desafio
permanente da construção da identidade e do valor simbólico das marcas de
moda; considera os estudos sobre marcas em geral para relacioná-los à dinâmica
específica do varejo de moda; desenvolve o conceito ampliado de marca e de
marcas de varejo de moda; analisa estratégias de empresas líderes do varejo de
moda mundial que exploram os projetos de design do ponto de venda para
oferecer aos indivíduos experiências e encontro de significados; destaca a
necessidade de gestão desses projetos, para promover maior integração na
construção da identidade das marcas de moda, e propõe um modelo de integração
para os projetos de design do ponto de venda com a identidade da marca. A
pesquisa contribui com o aumento do conhecimento no campo da moda,
oferecendo uma abordagem específica desta área, no que diz respeito à gestão das
marcas no contexto do varejo de moda e a importância do design nos projetos do
ponto de venda, para a construção da identidade das marcas de moda.<br>This present research approaches the fashion brands point of purchase
design projects as an important way of transmission for their brand identity.
Assess the process of development and integrating of these projects with one
another and with the brand identity. The practical research was realized by a
participative action research, during one year, to test a model of integration
process, on two fashion retail companies in Rio de Janeiro. The bibliography
relates the velocity and ephemerally of the current context, with the permanent
challenge to build up the identity and symbolic value of fashion retail brands;
consider the studies about general brands to relates them to the fashion retail
specific dynamic; develops the broadest brand concept and fashion retail brands
concept; analyzes some practices of global fashion retail leaders, who explore
points of purchase design projects, offering to their costumers, experiences and
meanings; highlights the need of management of these projects to promote more
integration to build up the identity of the fashion brands, and propose one model
of integration for point of purchase design projects and brand identity. The
research expand the knowledge of fashion, offering a specific study of this area,
about brand management in fashion retail context and the importance of design in
point of purchase projects to build the fashion brand identity.
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Balfour, Donna S. "Consumer response to computerised nutritional information at the point-of-purchase in catering establishments." Thesis, Robert Gordon University, 1994. http://hdl.handle.net/10059/2636.
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Increased scientific understanding of the links between nutrition and health has led to a demand for more nutrition information to be made available to consumers. Nutrition information is widely available on supermarket products but is rarely found in catering establishments. This research involved the provision of nutrition information in canteens and restaurants and studied the effect on consumer meal choices. A study was designed to find the optimum visual method of displaying nutrition information. Eight nutritional formats were systematically tested on customers in a shopping centre food court. Graphical formats displaying nutrition information in relation to current dietary advice relayed the nutrition information significantly quicker than, and as accurately as, tabular displays. A database system was developed to provide nutrition information on menu items making up a selected meal. A program suite was designed to enable the creation of recipes and menus. The nutritional breakdown of a selected meal was displayed to the customer who was then given the opportunity to change their meal before that meal was acquired. All initial choices and subsequent changes were recorded for analysis. Surveys carried out in two canteen locations (n=694) revealed that a significant percentage of customers (16%) did make changes to their meal after viewing the nutritional information on their first choice. Those who did not change were, on average, making "healthy" choices of meal. Those who did change made second choices which were, on average, significantly lower in energy, saturated fatty acids and non-milk extrinsic sugars than their first selections. Overall "healthier" choices were made with the second selection which did not differ significantly from the nutritional content of the meals chosen by those respondents who had not wished to change. Further research is necessary to determine whether the intention to change a selected meal as demonstrated by this research would be carried through by the respondents to the actual food selection.
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Golis, Kara L. "Corner Stores Offer Few Ingredients Needed to Prepare Healthy Recipes Promoted at Point-of-Purchase." The Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu152353876865209.
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Berghaus, Nadine. "Eye-Tracking im stationären Einzelhandel : eine empirische Analyse der Wahrnehmung von Kunden am Point of Purchase /." Lohmar ; Köln : Eul, 2005. http://deposit.ddb.de/cgi-bin/dokserv?id=2661382&prov=M&dok_var=1&dok_ext=htm.
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Hsu, Helen Chih-Han. "Understanding the impact of tobacco industry promotional activities on youth smoking behaviour." Thesis, University of British Columbia, 2008. http://hdl.handle.net/2429/2495.
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Background: Tobacco marketing has been established as the main motivator for tobacco use among youth. A proliferation of tobacco promotional activities in retail stores has been observed yet little is known about its impact on adolescent smoking behaviours. The purpose of this study is to use secondary data to describe the prevalence of retail tobacco point-of-purchase (PoP) activities, examine its associations with adolescent smoking behaviours, and determine what ecological factors moderate the relationship between PoP activities and student smoking behaviours in British Columbia.
Methods: This cross-sectional study surveyed grade 10-11 students from 22 randomly-selected schools in BC on student smoking behaviour and conducted observations in 57 retail stores on tobacco PoP activities located within a 1 km radius of these schools. Descriptive analysis was conducted on retail tobacco PoP variables. Individual data on smoking behaviour and school level data on retailers were linked to analyse the association between retail tobacco PoP activities and student smoking behaviour using logistic regression. Moderating effects of contextual factors were also examined. GIS maps were generated to illustrate study findings.
Result: A moderate to strong presence of tobacco PoP activities was observed in all tobacco retail stores located in BC school neighbourhoods. Nearly all stores displayed cigarette products in a visible manner (98.25%) and posted tobacco control signage (94.74%). In this model, proportion of stores in the school neighbourhood with presence of tobacco advertising increased the odds of a student being a smoker (OR = 1.28-3.27). Proportion of stores in the school neighbourhood with presence of tobacco control signage decreased the odds of a student being a smoker (OR = 0.11-0.66). The odds of a student being a smoker increased if they resided on the island compared to living in the lower mainland (OR = 1.11-1.75).
Discussion: Convenience stores exhibited more tobacco PoP activities than other store types. Retailers in the school neighbourhood that had tobacco advertisements and tobacco control signage exhibited both detrimental and protective effects on student smoking. This provides supportive evidence to ban tobacco advertising in retail stores and increase efforts for creating an anti-tobacco environment in neighbourhood retail stores. Maps generated served descriptive and hypothesis generating purposes.
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Kim, Gap. "A Cognitive Approach to Packaging: Imagery and Emotion as Critical Factors to Buying Decision at Point-of-Purchase." Thesis, North Texas State University, 1986. https://digital.library.unt.edu/ark:/67531/metadc935733/.
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A packaging model is presented in this study which attempts to show some important aspects of a consumer's cognitive process in relation to packaging. This packaging model is based on the theories of imagery, emotion, and perception (and sensation). Perception of a packaged good occurs because the motivation system of a consumer selects particular information that the packaged good provides. Unlike the situation which occurs in behaviorism, stimulus is as important as response, and motivation explains why people don't perceive all the information available in the environment. When perception occurs, two subsequent responses are possible in the mind of a consumer: the connotative response and the denotative response. A connotative response is an evaluation of the perceived, i.e. emotion. Denotative response is imagery which is produced by conditioned sensory response. Imagery may elicit emotional response. Thus, imagery may reinforce consumer behavior positively or negatively. Emotion with regard to a packaged good is, then, the combination of emotions elicited by the perceived and the imagery evoked. This packaging model tries to explain purchasing behavior through the concepts of imagery and emotion.
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Wagner, Jana Louise. "Promoting one low-fat, high-fiber choice in a fast-food restaurant: use of point-of-purchase prompts." Thesis, Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/80169.
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This research project investigated a method to promote one low-fat, high-fiber choice in a national chain fast-food restaurant. It is an extension of efforts toward large-scale dietary change. A procedural extension of a prompting strategy was used in an attempt to influence customers to choose a salad. A simple visual and print message based on themes derived from formative and pilot research at the restaurant was presented during two intervention phases of a reversal design. The message, "Be Fit and Healthy; Eat a Low-fat SALAD as Your Meal or Add a Side Salad," was displayed in colorful posters and tent cards which were placed on all the tables. Data from a comparison base in a neighboring town were obtained. A one-month follow-up phase was included in the design. Prices and in-store advertisements were identical in both locations. The existing computerized cash register system was used to obtain accurate, objective data.
Daily and weekly sales percentages of several entrees were obtained. Results of analysis using a correction procedure indicate that when graphically represented, salad sales across phases increased with the introduction of the prompts, and decreased with their removal. In addition, three entrees not represented by associated prompts remained stable across phases. For Salads-combined, results indicate that sales increased about 15% and 9%, respectively, for the first and second intervention phases. Daily temperature during this project was variable. Although a comparison site was used to control for the effects of weather, results indicate that salad prompting may have increased sales more during warmer temperature.
Population demographics were recorded. Analyses of the customer population during this project indicate customers were about equal by gender, and consisted primarily of white, 18-39 years old individuals. The cost for each added salad bought during the intervention was about $.22, and the cost to raise the percent of salad sales, each percent, across the four weeks was about $16.00. Future research should attempt to foster longer term behavior change and integrate multifaceted promotions.<br>Master of Science
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Rahimi, Ramin. "Investigating the effect of in-store print advertising on consumer’s visual attention using eye-tracking technology." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-15740.
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Due to rising number of products on the shelves of stores and the fact that about 70% of buying decisions are made at the point-of-purchase, retailers and marketers are growingly investing on in-store advertising material to grab their customers’ attention. Thus, measuring the effectiveness of the in-store material in catching consumers’ attention would be highly of interest of marketers. In this study we have investigated the priming effect of in-store print advertisement on the visual attention of consumers. An experiment was conducted in a Swedish retail store where using eye-tracking technology, the visual behavior of two groups of participants who had been exposed to in-store product signs was captured. The results of this study shows that participants who had looked at a product sign, noted (fixated at least once) that product on the shelf earlier while the number of fixations on the target products was not directly influenced. An implication for managers is that they can use in-store product signs to manipulate the visual attention of consumers in a way that designated brands are attended earlier.
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León, Valdeiglesias Darío Rodrigo, and Rosas Mariel Alejandra Urquizo. "Factores de los “Pop-up stores” en relación al brand experience y a la intención de compra de las marcas de ropa de moda juvenil de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654039.
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A través de la evolución de los formatos retail y las modalidades de venta, muchas marcas de moda juvenil de Lima Metropolitana han adaptado el formato de sus tiendas, en función a ofrecer una experiencia diferente e innovadora con el objetivo de generar mayor intención de compra. A partir de lo anterior, es que se decidió por realizar un análisis que busca conocer la relación entre las“Pop-up stores” con la experiencia de marca y la intención de compra. Esta, fue investigada por medio de un tipo de investigación correlacional concluyente, con el fin de obtener la relación entre las variables en las que se enfoca la investigación. Se elaboró un cuestionario dirigido a una muestra representativa, quienes han visitado o tienen conocimiento del formato de tienda en mención, cuyos resultados fueron analizados a partir de pruebas estadísticas correlacionales para validar las hipótesis planteadas en la investigación.<br>Through the evolution of retail formats and sales modalities, many youth fashions brands in Lima Metropolitana have adapted the format of their stores, in order to offer a different and innovative experience with the aim of generating greater purchase intention. Based on the above, it was decided to carry out an analysis that seeks to find the relationship between the "Pop-up stores" with the brand experience and the purchase intention. This was investigated through a conclusive correlational type of research, in order to obtain the relationship between the variables on which the research focuses on. A questionnaire was prepared for a representative sample, who have visited or knows about the pop-up store format, which had results that were analyzed from correlational statistical tests to validate the hypotheses raised in the research.<br>Trabajo de investigación
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Faehr, Aleesha M. "The Relationship Between the Availability of Non-Calorie Nutrition Information at the Point of Purchase and an Individual's Food Purchasing Behavior at Chain Restaurants in King County, Washington." University of Cincinnati / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367924118.
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Löfqvist, Thobias, and Oskar Edengréen. "Förpackning av kommunikation." Thesis, Mittuniversitetet, Institutionen för informationsteknologi och medier, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-15240.
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Ämne/Kurs: Kandidatuppsats, Medie- och Kommunikationsvetenskap, 15 hp Syfte: Syftet är att undersöka en specifik förpackning, i det här fallet produkten “Jabu’she”, om den förpackningen uppfyller vad som krävs för att kommuni cera sitt varumärke genom marknadskommunikativa uppgifter. Detta för att se om varumärket är den viktigaste grafiska nyckelkomponenten på den förpackningen. Metod: Detta är en kvantitativ undersökning, utförd med en datorstödd enkät. Studien har arbetat med en metod framtagen av DeukSoo Kim. Teoretiska perspektiv: I teorikapitlet behandlas de teoretiska utgångspunkter som ligger till grund för det valda problemområdet; Marknadskommunikation med vikt på Point of Purchase och Visuell kommunikation med vikt på Visuell Hierarki Slutsats: Studien visar hur Jabushés förpackning uppfyller de visuellt hierarkiska och marknadskommunikativa uppgifter som ställs på en förpackning vid Point of Purchase.<br>Course: Bachelor thesis in Media and Communication Science Purpose: The purpose with this bachelor essay is to examine a specific package, in this case the product Jabu’she, if the package fulfil what is needed to communi cate its brand thrue marketing communication. This, to see if the brand is the most important graphic cue element on the package. Methodology: This is a quantitative survey, executade with an computerbased questionaire. The study used a method developed by DeukSoo Kim. Theoretic framework: This study use theories from Marketing Communication with emphasis on Point od Purchase and Visual Communication with the emphasis on hierarchy. Conclusion: The Study shows how Jabushés package answer to the visual and marketing communication requirements that is set upon a package at Point of Purchase.
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Gotthardt, Martin. "Smart shop banner - nový marketingový nástroj." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85333.
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This thesis deals with a new marketing tool for campaigns to support product sales at the point of sales. Banner can appropriately draw customer's attention and also persuade to unplanned impulsive purchase. It is a plastic pocket that can hold posters to support individual product or brands of companies and also can be changed quite often. Uniqueness of the solution lies in the location of the advertising space. In case an LCD monitor is part of the cash register, the banner is located on the other side directly exposed to the eyes of customers. The aim of the thesis is to present a new marketing tool and ideally prove that the right use of visual communication means is able to encourage impulsive purchases even in the environment of a Czech bank. Even though it was not completely proven that the banner can encourage impulsive purchases in banks, the whole concept has been prepared, it's potential revealed and the possible effective uses for normal practice have been formulated.
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Silveira, Paulo Duarte Valente Almeida da. "Papel da comunicação visual de marcas no ponto-de-venda no contexto do marketing do comprador: um estudo empírico em lojas de conveniência." Doctoral thesis, Universidade de Évora, 2015. http://hdl.handle.net/10174/17364.
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O objetivo geral desta investigação consistiu em perceber até que ponto a comunicação visual de marcas no ponto-de-venda é relevante, na sua capacidade para influenciar o comprador e na relação entre distribuidor e produtor. Foram realizados dois subestudos empíricos relacionados. O primeiro subestudo procurou caraterizar o estado da implementação do “marketing do comprador” e servir de input para o subestudo seguinte. A metodologia foi qualitativa, recorrendo a entrevistas semiestruturadas a especialistas em “marketing do comprador”. Neste subestudo confirmou-se a atualidade e benefícios do “marketing do comprador”, destacando-se o seu potencial de aplicação dentro das lojas e a necessidade de consistência dos elementos visuais chave das marcas. O segundo subestudo foi aplicado ao setor das lojas de conveniência, tendo duas fases. A primeira foi qualitativa e analisou a perspetiva dos retalhistas e produtores, através de entrevistas semiestruturadas. A segunda fase foi quantitativa, baseada num desenho quasi-experimental com trezentas inquirições e observações a compradores em contexto real de compra. Neste subestudo concluiu-se que a comunicação visual de marcas no ponto-de-venda pode desempenhar um papel importante na relação entre produtor e retalhista, pois é uma forma de os produtores ajudarem o retalhista a equipar, manter e decorar a sua loja, bem como a dinamizar vendas. Este investimento dos produtores parece ter implícito o objetivo de obtenção da preferência do retalhista aquando da realização de encomendas e nas sugestões que este possa vir a fazer aos compradores. Concluiu-se também que a comunicação visual das marcas no ponto-de-venda pode ter efeitos nos compradores em algumas componentes da experiência de compra, na saliência das marcas na mente dos indivíduos e na realização de compras não planeadas. Estes efeitos foram verificados particularmente nos destaques visuais principais das marcas na loja;
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The main goal of this research was to understand to what extent the visual communication of brands at the point-of-purchase might be relevant in its ability to influence the shopper and the relationship between retailers and producers. Two related empirical sub-studies were conducted. The first sub-study sought to characterize the shopper marketing status in Portugal and to serve as input to the following sub-study. The methodology was qualitative, through semi structured interviews conducted among shopper marketing experts. This sub-study confirmed the relevance and benefits of the shopper marketing approach, highlighting the potential of in-store activities and the need for continued use of each of the brand key visuals. The second sub-study was divided in two phases and applied in convenience stores. The first phase was qualitative and gathered the perspective of retailers and producers, through semi-structured interviews. The second phase was quantitative, based on a quasiexperimental design with face-to-face shopper three hundred interviews and direct behavior observations, conducted in real buying situations. This sub-study found that the brand visual advertising at the point-of-purchase might play an important role in the relationship between the producer and the retailer, to the extent that it can be a way for producers to help the retailer in equipping, maintaining and decorating the stores, as well as a way to streamline sales. This investment of the producers has the purpose of obtaining the preference of the retailer when carrying out orders and making suggestions to shoppers. It was also concluded that the brand visual advertising at the point-of-purchase might produce effects on shoppers, on some elements of the shopping experience, on brand salience in memory and on unplanned purchases.
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Forsberg, Bella, and Jenny Larsson. "Vad anses som en kritisk punkt där skadeståndsskyldighet enligt principen culpa in contrahendo aktualiseras?" Thesis, Malmö universitet, Malmö högskola, Institutionen för Urbana Studier (US), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-42911.
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Mycket kan gå fel när en part, i ett sent skede, väljer att hoppa av avtalsförhandlingarna i samband med ett bostadsköp eller en bostadsförsäljning. I svensk rätt är fastighetsköpet ett formalavtal vilket innebär att inget är bindande förrän formkraven är uppfyllda. Detta möjliggör att en part illojalt kan föra avtalsförhandlingar utan avsikt att ingå avtal, medan motparten ådrar sig kostnader som senare visar sig utan mening. I denna uppsats undersöks rättsfiguren culpa in contrahendo som innebär att en part som av oaktsamhet orsakat en skada för motparten i anknytning till avtalsförhandlingarna, kan komma att bli ersättningsskyldig för den inträffade skadan. Inte nog med att det krävs ett oaktsamt agerande för att ett prekontraktuellt ansvar skall aktualiseras ställs det även krav, utifrån rättspraxis och doktrin, på att avtalsförhandlingarna uppnått en kritisk punkt där lojalitetsplikten träder in. Syftet med denna uppsats är att försöka bringa klarhet i vad som kan betraktas som en kritisk punkt där ett skadeståndsansvar enligt principen om culpa in contrahendo blir gällande. Studien är främst baserad på en rättsvetenskaplig metod, som komplement har också en kvantitativ metod applicerats i form av en enkätundersökning. Utifrån rättspraxis har det kunnat fastställas att en kritisk punkt går att jämföra med de situationer där parterna undertecknat ett föravtal. Resultatet från enkätundersökningen visar att den kritiska punkten möjligen har sitt inträdande i samband med att en av parterna undertecknar köpekontraktet. Viktigt att understryka är att respondenternas svar inte kan betraktas som gällande rätt.<br>A lot of things can go wrong when a part, at a late stage, exits during contract negotiations in connection with property conveyances. In Swedish law, the property purchase is a formal agreement, which means that nothing becomes binding until the formal requirements are met. This allows a part to disloyally negotiate agreements without intending to enter a contract, while the other part incurs costs that later prove meaningless. This essay investigates the legal figure culpa in contrahendo, which means that a part whose negligence causes an injury to the counterpart in connection with the contract negotiations may be liable for the damage. Not only is negligent behaviour required for a pre-contractual liability to be triggered, but there is also requirement, based on case law and jurisprudence, that the contract negotiations have reached a critical point where the duty of loyalty enters. The purpose of this essay is to try to clarify what can be considered a critical point where liability for damages according to the principle of culpa in contrahendo becomes valid. The study is mainly based on a legal method. As a complement, a quantitative method in the form of a study has been applied. Based on case law, it has been possible to establish that a critical point can be compared with the situations where the parties have signed a preliminary agreement. The results from the survey show that the critical point may have arisen when one of the parties signed the contract. It is important to emphasize that the respondent’s answers cannot be regarded as applicable law.
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Matos, Paula Carvalho. "As potencialidades do "Ponto de Compra" como meio de comunicação. Aplicação ao sector dos produtos lácteos refrigerados em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2005. http://hdl.handle.net/10400.5/2310.
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Mestrado em Marketing<br>O consumidor é hoje o ponto fulcral de todas as estratégias de marketing. Dada a crescente pressão da concorrência e a volatilidade dos mercados, as empresas sentem necessidade de estar sempre um passo mais à frente de forma a surpreendê-lo, a criar-lhe estímulos, a ganhá-lo para si numa batalha diária e dura. Este trabalho pretende fundamentalmente ajudar os leitores a perceber as potencialidades do local onde grande parte das decisões de compra são tomadas e onde as marcas podem actuar junto dos seus públicos mais perto do momento da compra: o ponto de compra; as lojas. Tem também como objectivo despertar o interesse para as formas de comunicação alternativas à media tradicional (televisão, rádio e imprensa), demonstrando a necessidade de complementariedade entre os meios above the Une (mass media) e below the Une (todos os restantes). Numa primeira parte é apresentada uma visão do que existe publicado a nível científico sobre a temática, especialmente dos modelos de análise da comunicação no ponto de compra. Obviamente para poder compreender como actuar nas lojas e com os instrumentos de comunicação disponíveis, é primeiro necessário perceber o que move os consumidores e os compradores, apresentando-se assim também a respectiva pesquisa bibliográfica nessa área. Posteriormente é apresentada a metodologia a ser utilizada, o caso de algumas marcas de refrigerados da Nestlé em Portugal e uma súmula dos resultados da investigação junto de agências de comunicação, responsáveis de marketing de cadeias de retalho e um cash & carry, e consumidores/compradores.
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Háková, Hana. "Změny nákupního chování zákazníků ve vybraném regionu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77885.
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The aim of this thesis is to determine whether there has been a change in buying behavior of customers over the previous two years, when a similar research was done within my bachelor's work done. This thesis is divided into 3 parts. The first part concerns the theoretical description of the decision-making process of customers, defining the types of retail sales and also deals with private-brand and organic food. The second part is devoted to the development of the Czech retail market in the past few years, the current situation on the Czech market and outlines possible future developments. The third section includes a detailed description of the shopping opportunities in the district of Tabor and an evaluation of my research, that was realised on basis of the questionnaire confrontation of obtained results with the data from previous research. The whole thesis is finished by evaluation and summary of the results which have been identified in carried out research. There are suggestions at the end where the observed results could be applied directly in practice.
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Parucker, Fabio. "O controle do comportamento de escolha: um modelo experimental do merchandising no ponto de venda." Pontifícia Universidade Católica de São Paulo, 2006. https://tede2.pucsp.br/handle/handle/16774.
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Previous issue date: 2006-05-29<br>One of the most used Marketing tools for the influence of the consumers` choice is the point-of-purchase merchandising, whith which one attempts to dettach the product in an universe of very similar options. From the behavioral analytical point of view the point-of-purchase merchandising could be seen as a stimulus control in which subjects (consumers) respond (choose varied goods) diferentially in the presence or absence of the exteroceptive stimulus. To test this set of contingencies six experimental subjects were used, all of them adult, male, Wistar rats, experimentally naive at the beggining of the experiment. The bar pressure response was first modeled in all subjects. They were distributed into three groups. During the first part of the experiment, each group was trainned to respond in one bar and was exposed to multiple or mixed schedule of reinforcement in which VI were alternated with CRF as a function of an amount of reinforces obtained. Groups VsCn and VnCs were exposed to multiple schedules in which the stimulus (light) was associated with VI and CRF respectively, whilst group VnCn was exposed to a mixed schedule of reinforcement with no presentation of the stimulus. During second part of the experiment, all subjects were exposed to a reinforcement schedule conc VI VI to determine the base line of responding when two identical options of operanda were available to the subject. During this part of the experiment, the stimulus was not presented. During the third part of the experiment the reinforcement concurrent schedule was maintained and the stimululs were presented randomically over one of the bars to evaluate the control exerted over the pressing bar response. The results of groups VsCn and VnCs show that the stimulus has acquired certain control over the responding. Subject 85 responded more in the bar over which the stimulus was presented. This fact was not repeated by subject 86, whose responding was rather controlled by the position of the bar. The analysis of the control group (VnCn) data show that there has been a development of control by the stimulus only when it was presented over the bar which the subject demonstrated preference to during part 2 of the experiment. Group VnCs responded more on the Bar 1 in the post-presentation periods of the stimulus, suggesting that the control by past history with the stimulus was stablished, i.e., it was determining on the present responding of the subjects having been exposed to multiple schedules with the stimulus paired with CRF condition. The analysis of control group data (VnCn) shown that there has been a development of control by the stimulus during part 3 only when it was presented over the bar with which the subject developed a preference during part 2<br>Uma das ferramentas mais utilizadas pelo Marketing para influenciar a escolha do consumidor é o merchandising no ponto de venda, em que se busca destacar o produto em um universo de escolhas muito parecidas entre si devido a um processo de populariazação das tecnologias produtivas. Do ponto de vista analítico-comportamental, o merchandising no ponto de venda pode ser considerado como uma produção de estímulo ao qual os sujeitos (consumidores) respondem (escolhem bens variados) diferencialmente na presença ou na ausência do estímulo exteroceptivo. Para testar esse arranjo de contingências foram utilizados seis sujeitos experimentais, ratos adultos da raça Wistar, ingênuos experimentalmente no início do experimento. A resposta de pressão à barra foi modelada em todos os sujeitos que foram distribuídos em três grupos. Na primeira fase do experimento, cada grupo foi, então, treinado a responder em uma barra e exposto a esquemas múltiplos ou mistos de reforçamento em que se alternavam VI e CRF em função de uma quantidade fixa de reforços obtidos. Os grupos VsCn e VnCs foram expostos a esquemas múltiplos em que houve o pareamento do estímulo luminoso com VI e com CRF respectivamente, enquanto o grupo VnCn foi exposto a um esquema de reforçamento misto em que se alternou o VI com CRF sem apresentação do estímulo luminoso. Na segunda fase do experimento, todos os sujeitos foram expostos a um esquema de reforçamento concorrente VI VI para se determinar a linha de base do responder quando duas opções idênticas de operanda estavam disponíveis ao sujeito. Nesta fase, o estímulo luminoso não foi apresentado. Na terceira fase, manteve-se o esquema de reforçamento conc VI VI e apresentou-se o estímulo luminoso aleatoriamente sobre uma ou outra barra durante períodos de dois minutos para avaliar quanto controle o estímulo estaria exercendo sobre a resposta de pressionar a barra. Os resultados do grupo VsCn mostram que o estímulo luminoso exerceu um certo controle sobre o responder dos sujeitos. O sujeito 85 respondeu mais na barra sobre a qual foi apresentado o estímulo luminoso, fato que não se repetiu com o sujeito 86, cujo responder foi mais controlado pela posição da barra. O grupo VnCs respondeu mais acentuadamente na Barra 1 nos períodos pós-apresentação do estímulo luminoso, sugerindo que houve o estabelecimento de controle por parte da história anterior do sujeitos com o estímulo luminoso, ou seja, terem sido treinados em esquema múltiplo, onde a condição de não luz foi pareada ao CRF foi determinante no responder atual dos sujeitos. A análise dos dados do grupo controle (VnCn) mostrou que houve o desenvolvimento de controle pelo estímulo luminoso apenas quando ele foi apresentado sobre a barra em que o sujeito demonstrou preferência na Fase 2 do experimento, ou seja, o controle do estímulo luminoso sobre o responder só foi exercido na Fase 3 quando a apresentação coincidiu com a barra pela qual o sujeito tinha demonstrado preferência na Fase 2
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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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Chen, Hsin-yu, and 陳欣瑜. "The Purchase Intention of Pop Musical Concert:The Perspective from Elaboration Likelihood Model." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/21073611523137320178.
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碩士<br>國立中山大學<br>企業管理學系研究所<br>103<br>Recently, pop musical industry was turned physical musical market into digital musical industry. The total musical industry was declined, but the pop musical concerts have become the newest businesscanvas in pop musical industry. Besides, Taiwan consideres as the early development of Chinese pop music. The student population was growing with Chinese pop music, and concerts creating irreplaceable experiences to attract customers are graduating rise.The student population is graduating financial independent and high degree of acceptance for new things. Therefore, more and more customers of student love watching pop musical concerts. They treat watching concerts as an entertainment and also support their favorite singer to leave a good memory.
In this research, we ponder this angle as start, and we study at student population in pop musical concert. We base on elaboration likelihood model. The customer will via central path or peripheral path to influence the purchase intention of concerts. In other words, central path means that customers areinfluenced by argument quality to enhance their purchase intention. However, peripheral path are influenced by reference groups which including informational, utilitarian and value-expressive influence to enhance their purchase intention. This research also discuss about the interfere effect of involvement, and reinforcing the purchase intention.
Sample of 316 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that argument quality and reference groups are important in the process of forming the purchase intention. Involvement are cause different impacts in the process. Therefore, based on the result, this suggested to those who want to promote the pop musical concert, could take more consideration theinfluence of involvement may cause, as consumer areinfluenced by argument quality or reference groups towards the campaign so as to raise people’s awareness and intention to purchasepop musical concert, and providing an enduring way which may not only raise intention to the current situation but giving an new consumption pattern that consumers may choose.
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GAO, DE-YA, and 高得雅. "Explore the Impact of Pop-up Advertisements towards the Purchase Intention of Mobile Online Consumers." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/e3c64f.
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碩士<br>國立雲林科技大學<br>工業工程與管理系<br>106<br>This study uses the Technology Acceptance Model (TAM) proposed by Davis & Bagozzi & Warshaw as the infrastructure to explore the influence actors of pop-up advertisements on the purchasing intentions of mobile online consumers. The mobile online consumers who has entered the pop-up ads are surveyed as the subject, and using a structured online questionnaire, Likert five-point scale and intentional sampling method. There are total of 337 questionnaires were issued; the valid questionnaire recovery rate was 92.3%. The statistical software SPSS 22 was used as a statistical tool for data analysis and verification in this study, including Descriptive Statistics, Pearson Correlation Analysis, and Regression Analysis. After analyzed, the study found that four following points：
(1)The mobile online consumers have a positive attitude(M=2.797)toward pop-up advertisements is much fewer than who has negative attitudes(M=4.327). And they have lower “Perceived Usefulness”(M=2.581)but higher “Perceived Ease of Use”(M=3.659)to click pop-up ads .
(2)For mobile online consumers, in the categories of pop-up advertisements, popular categories (dress accessories, beauty care, boutiques, etc.), are more likely to click on the categories of products that to browse products information(60.2%). However, mobile online consumers are not willing to click on pop-up ads about home appliances(12.2%).
(3)There are positive influences between “Perceived Usefulness” and “Perceived Ease of Use” and positive advertising attitudes for mobile online consumers. “Perceived Usefulness” has negative impact on the negative advertising attitudes. There are positive and negative influences between positive and negative advertising attitudes and advertising behavior. And further positively affect the willingness to purchase.
(4)In the last quantitative analysis of the predictive behavior of the science and technology acceptance model, the explanatory mode of the science and technology acceptance model prediction model is 64.2%.
The research results the arguments of the Technology Acceptance Model and understand mobile online consumers have different attitudes to enter pop-up advertisements under different attitude of “Perceived Usefulness” and “Perceived Ease of Use”. Therefore, it is to affect their attitudes toward advertising, and their willingness to shop.
Keywords： pop-up ads, Technology Acceptance Model, Advertising attitude, Purchase Intention
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Yang, Shiung-Cheng, and 楊雄丞. "The Study of Joint Purchase Consortium From Property Management View Point." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/52025318059726204150.
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碩士<br>國立高雄大學<br>都市發展與建築研究所<br>99<br>Any mansion in the city, every year periodical life and the need of the business service, all have the business opportunities of property management. And buy a way through the consociation to measure system price, in addition to providing the inhabitant with the of good quality but inexpensive need article, also promote the property management service quality. However the consociation buy since have already had with quantity system price of advantage, why can't be comprehensive Be carried out to apartment of in the mansion?In this study, T property management company in Taoyuan in the north for a total of 25 communities, through questionnaires and interviews designed to understand the current status for the joint procurement and joint procurement of probing the most influential factor.
The results show that the basic data for the user Joint Purchase opportunities with the post-evaluation and willingness to use such items on three sides, the biggest impact as a career, New Year's feast products is the most impact on business. The T-property management companies, for example, apartment buildings and the joint procurement market can be divided into "life delivery" and "community of purchase" in two parts. Through this study that, to enhance "life delivery" of the market, from the consumer's "professional" orientation to do, the immediacy and accuracy of delivery should also pay more attention to. In addition, if more favorable prices, to eliminate the majority of respondents believe that the high price factors will be more help to improve the Joint Purchase of the apartment building and market opportunities. The "community of purchase" part of the New Year to strengthen the quality of goods, help to promote joint procurement market; and through this study in-depth analysis, everyday life supplies and New Year festive products there is a high strength of the association. If one of these products so that consumers are satisfied, then another product can effectively enhance the use and purchase rate. Therefore recommended that the market area can move in this direction, to provide variety and choice for consumers.
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Jui-Ching, Chen, and 陳瑞菁. "The Impact of Advertisement and Point of Purchase on Consumer''s Price Sensitivity." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/90770894639521604598.
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碩士<br>國立臺灣大學<br>商學研究所<br>87<br>Consumer''s price sensitivity plays an important role in the process of consumer''s purchasing decision. The past many managers desired to understand the relationship between advertising and consumer''s price sensitivity. Now the scholars want further to find out the moderators which can moderate the advertising''s effect to consumer''s price sensitivity. Due to the reasons above, this research did an in-depth .review on the related literature and used 2*3 experimental design to research how the advertising affects the consumer''s price sensitivity and the moderating effect of point of purchase. The results of our experiment are as follows:
1. No matter what kind of advertisement is, it can increase the number of brands considered by consumers in their purchasing decision process.
2. Point of purchase can increase the number of brands considered by consumers in purchasing decision process.
3. Point of purchase can effectively increase consumer''s relative strength of preference of the brands.
4. The types of advertisement have no significant effect on consumer''s relative strength of preference of the brands.
5. The types of advertisement have no significant effect on consumer''s price elasticity.
6. The effects of the advertisement on consumer''s price elasticity. would be consistent no matter in what kinds of decision environment.
According to the findings described as above, this research suggests enterprises make good use of advertisement to enhance consumer''s recall of the brand. With the active design of point of purchase, the enterprise can also enhance both of consumer''s recall and preference of the brand. In terns of the product in the matured period of cycle plan, the enterprise should focus on putting brand into customer''s consideration sets when designing the advertisement. In order to increase sales of products, it''s also important for the enterprise to improve the purchasing environment by cooperating with the channels.
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Hsieh, Miao-Wen, and 謝妙汶. "A Study on Point of Purchase Advertising Effects of Sensory Shelf Vision—Analyzing Sofy’s Panty liner as an ExampleA Study on Point of Purchase Advertising Effects of Sensory Shelf Vision—Analyzing Sofy’s Panty liner as an ExampleA Study on Point of." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/66580643315872902665.
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碩士<br>中國文化大學<br>新聞研究所<br>95<br>Media planning, in turn, plays a key role in the marketing communication program.
Successful marketing requires managing and coordinating marketing message at every contact point the brand or company has with its target audience. Contact points can range from the store or the living room. To persuade audience most effectively, the company must think about all contact points as important in a marketing program.
Materials that deliver marketing communication message at the point of sale that facilitate the consumer’s likelihood to purchase.
When all the elements of a sale－the consumer, the money and the product－come together at the same time, point of purchase is usually the most effective marketing communication technique. As we move toward a self-service retail environment in which fewer and fewer customers expect help from salesclerks, the role of point of purchase will continue to increase. According to the Point of Purchase Advertising Institute（POPAI）,66 percent of purchase decision are made in the store rather than before entering the store.
Point of purchase can include special racks, display cartons, banners, signs, price cards, and mechanical product dispensers. Other merchandising materials designed for in-store use include signage and displays other than P-o-P. Retailers have become expert in the use of store signage（banners, posters, shelf and cooler signs）and window display. More recently, manufacturers are using up-to-date information via computer chips and touch-screen technology. Product visibility is the basic purpose of P-o-P displays. Point of purchase not only reinforces through repetition, it also creates a last-minute association between the campaign and the place of decision.
This study investigates the point of purchase advertising effects- analyzing sofy’s panty liner as an example. This research examines the potential effectiveness of sensory shelf vision in enhancing cognition, attitude, brand cognition, brand attitude and purchase intent. Analyzing sofy’s panty liner as an example. Results indicated that sensory shelf vision facilitate shape advertisement cognition and brand attitude but that sensory shelf vision did not enhance advertisement attitude, brand cognition and purchase intent. sensory shelf vision did not promote buying immediately.Because sofy’s sensory shelf vision supply the advertisement sampling, most of consumer had confidence in sofy’s panty liner. In addition, consumer who touched advertisement sampling, they were approved of sofy’s sensory shelf vision is interesting.
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Chen, Ching-Chih, and 陳清智. "The Critical Factors of the Consumer Purchase for LCD-TV –the Consumer Value Point." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/65404995165013381807.
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碩士<br>淡江大學<br>管理科學研究所碩士班<br>95<br>LCD-TV is no longer the untouchable product because of the panel company constantly set up new age plants and push the product cost down. LCD-TV is regarded as the new stuff to replace the traditional CRT TV, because of thin and light. In recent years, the huge sport game play (such as 2006 World Cup Soccer Game) is the best marketing timing for the LCD-TV what have High- Definition function to match the high-quality transmit contant.Under the agreessive expectation,the companies increasing their capabilitycannot result in their expected profits.Today, LCD-TV is still not yet popular in every family. It demonstrates that there is gap between the company and counsumer.
This study tries to find out which factors of the counsumer value impact on the wi-llingness of the customer to buy from the consumer viewpoint.It has been continuously looking for the key elements of inflencing customer to buy LCD-TV between market variables and counsumer value factors. This study has surveyed 1037 samples by questionai-re and built database to extract the main factors by the multivariance analysis and regret-ssion analysis methods, under the help of the software SPSS 12 version. The study co-nclusion are following：
1. “Novel value” is significant in the market segmentation by gender.
2. “Emotional value” is significant in the market segmentation by gender.
3. The five main factors of consumer value have different weights in different geographies in Taiwan.
4. “Try New” , “Emotional” ,and” Situational” value are key factors to inflence Taiwan consumers to buy LCD-TV.
This study suggests that the LCD-TV companies should be focusing on the psychological factors of consumers.Replanning the marketing stategy mix of 4P’s(Price、Product、Place、Promotion),and increasing consumers willingness to buy LCD-TV in the strong c-ompetitive market. In order to create double win-win condition, one action is to increase the demand capability market, and the other factor is to make more profits through ec-onomy scale.
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HUNG, SHU-FEN, and 洪淑芬. "The Study of Effect of Point Rewards Marketing Strategy on Purchase Intention of Adolescence." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/86615123738985179738.
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碩士<br>德明財經科技大學<br>行銷管理系<br>103<br>In recent years, the number of convenience stores has become more and the density of their locations is higher that makes the market more competitive. Therefore, convenience stores have restored to various marketing strategies to increase their sales. In addition, the complimentary gifts have caused an epidemic wave and they can bring customers’ attention. Most important, they could affect purchase intention. The convenience store’s point rewards promotion has been held since 2005. So far, the consumers have continued to show their enthusiasm of the complimentary of the collection point and have been attracted to shop in the convenience stores. As a result, it becomes a popular topic and short supply.
Owing to the high purchasing ability, the market of teenagers has become more and more important in recent years. Thus, understanding the behavior of adolescence has become an important issue. In addition, teenagers’ behaviors are affected by peer conformity because they would not like to be isolated in their group.
The study focuses on the consumers of adolescence to know convenience stores use point rewards marketing strategy which had great effects on their purchase intention. The present study takes point rewards promotion as an independent variable, purchase intention as a dependent variable and peer conformity and involvement degree as moderators to construct a conceptual model. Some postulated hypotheses are proposed and tested by field data.
The structural questionnaire was designed as a survey instrument. The junior high students in Neihu, Taipei are invited to join the survey. The results reveal that point rewards promotion has positive effect to purchase intention. Teenagers didn’t share the same value and follow the behavior of others in order to receive recognition from their peers, thus peer conformity and involvement degree negatively moderate the relationship between point rewards and purchase intention. The major findings are discussed and directions for future research are suggested.
Key words: Adolescence, Point Rewards Promotion, Purchase Intention
Peer Conformity, Involvement Degree
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Chen, Xue-Xin, and 陳學鑫. "MMORPG ONLINE GAME PLAYERS' PURCHASE INTENTION OF GAME ITEMS AND GAME POINT CARDS." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/cra26k.
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碩士<br>大同大學<br>事業經營學系(所)<br>106<br>A good game experience can inspire the player's intention to play the game, and ultimately lead to the player's intention to modify the game, especially the massive multiplayer online role-playing game (MMORPG). Online games have been thriving for more than a decade. In Taiwan, MMORPG has become one of the essential activities for many people's daily life and entertainment. The limitation is that the factors that encourage players to spend money online are not specifically studied.
Previous studies have shown that game customization and social interaction can influence the sale of online game products through psychological engagement. The theory of consumption value is discussed in many fields as a factor to influence consumers' purchase intention. Therefore, this study will propose game customization, perceived value and social interaction as factors positive influence game items and game point cards purchase intention. In order to further understand whether game customization, perceived value, and social interaction will positively influence game items and game point cards purchase intention. This study proposes to game customization through character identification, perceived value through game satisfaction, social interaction through engagement positively influence game items and game point cards purchase intention to understand game players’ items and game points card purchase intention in the game. In addition, the study also analysed whether character identification can positively influence game satisfaction and whether game satisfaction can positively influence engagement.
In this study, 288 MMORPG valid questionnaires were collected. Structural equation model (SEM) analysis shows that game customization positively influence game items and game point cards purchase intention through character identification; social interaction positively influences game items and game point cards purchase intention through engagement, but perceived value can't positively influence game items and game point cards purchase intention through game satisfaction. In addition, character identification positively influences game satisfaction; game satisfaction positively influences engagement. Respondents to this study were all from players who had played MMORPGs, and the finding provided further evidence for the application of perceived value in online games. The results also provide suggestions for game developers and distributors in Taiwan to provide marketing of game items and game point cards.
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Crim, Brittany Noelle. "An evaluation of a point of purchase labeling intervention to improve health literacy and healthy eating choices." Thesis, 2013. http://hdl.handle.net/2152/28722.
Full textAbstract:
Obesity related employer healthcare costs increased 8% from 2010 to 2011 (PwC, 2012; Durden, 2008), which has spurred an increase in worksite weight management programs. Due to minimal success of individually focused programs (Anderson, 2009; Mhurchu, 2010), efforts have shifted to the potential impact of environmental interventions. The purpose of this study was to evaluate the influence of a red, yellow, and green (R/Y/G) point of purchase (POP) labeling system on perceived health literacy and purchasing behaviors at three on-campus eateries frequented by university faculty and staff. Foods were rated as red, yellow, or green based on the Nutrient Rich Food Index. All foods were labeled with stickers that looked like miniature traffic lights with the appropriate color light lit up through menu boards and nametags. Posters, emails and table tents were also used to communicate about the intervention. In order to provide various levels of exposure, the first eatery had the intervention for six weeks, the second for four weeks, and the last for two weeks. Eatery patrons (N=191 across the three locations) completed a paper and pencil pre-intervention survey assessing healthy eating intentions, knowledge, and behaviors. Post-intervention data collection was conducted via online survey (N=89), and consisted of the pre-test items and additional questions about label awareness and utilization. While the intervention did not appear to influence healthy eating intentions or knowledge, 41.6% of the patrons reported that the labels influenced their food choices. Patrons also reported being aware of, understanding, and using the labels. The average food sales for the six weeks prior to the intervention were compared to the average food sales during the intervention. Food sales data were compared by location and food category (R/Y/G). There was a significant increase in green food sales and a significant decrease in red food sales (r=-.375, p=.044). However, there were no significant differences between locations. These findings suggest that future research with the traffic light labeling is warranted.<br>text
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范儼瑋. "The Cognitive Analysis of Influencing Factors of People Purchase Electric Motorcycle As Logistics Point of View." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/57672977003753481347.
Full textAbstract:
碩士<br>開南大學<br>物流與航運管理學系<br>98<br>Air pollution has deteriorated to a quite serious situation in many parts of Taiwan, and the primary factor is the exhaust emission of motorcycles. The more motorcycle riding, the more air pollution and the more pollution areas will be expanded. In recent years, the government strongly advocated energy–saving and carbon dioxide-reducing. The electric motorcycle is a low pollution, low noise and energy-saving green transportation which fit in with environmental protection, and is a practical green movement; however, the current battery capacity constraints affect distance traveled, maximum speed, acceleration and ease of use; therefore, it is temporarily unable to compete with fuel motorcycle. This research mainly uses DEMATEL to in-depth analysis the influencing factor of electric motorcycle purchase and takes four dimensions which are the government strategies, product development strategies, marketing strategies and environmental strategies to do the interactive construction of causal relationship; furthermore, to analyze the degree of related influence factors of the electric motorcycle purchase. These findings may provide relevant industries to develop business strategies, and government agencies in reference to electric motorcycle policies. The results showed that the first three key factors of electric motorcycle dealers for public purchase electric motorcycle are “the establishment of a general battery charging station”, “battery performance (life)” and “acceleration”. “The establishment of battery exchange stations” is the mainly direct influencing factor; and “reduce air and noise pollution” is a principally indirect influencing factor. What is more, the first three key factors of people who have purchased electric motorcycle are “the establishment of a general battery charging station”, “battery performance (life)”, “ acceleration;” “ The establishment of battery exchange stations” is the mainly direct influencing factor, and “reduce air and noise pollution” is a principally indirect influencing factor. Finally, the first three key factors of people who haven’t purchased electric motorcycle yet are “battery performance (life)”, “the establishment of a general battery charging station,” and “the establishment of battery exchange stations.” The mainly direct influencing factor is “stability” and the principally indirect influencing factor is” price.”
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Kim, Kyongseok. "Third-party certification as an online point-of-purchase strategy investigation of an initial trust model /." 2009. http://purl.galileo.usg.edu/uga%5Fetd/kim%5Fkyongseok%5F200908%5Fma.
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Naidoo, Yuveseri. "An investigation into the elements of packaging and its influence on the consumer at the point of purchase." Thesis, 2003. http://hdl.handle.net/10413/4613.
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The exact nature of the point of sale can vary considerably, from huge hypermarkets
to roadside stalls and cafes. At each of these, the consumer is faced with a dizzy array
of products to choose from. In all of these instances, packaging can provide the trigger
for differentiating the product and hence to purchase it.
In the Fast Moving Consumer Goods industry, almost 70% of the purchase decision
are taken at the point of sale. Effective packaging at the point of sale can render huge
opportunities for a company, as this can allow the product to stand out against
competitors, evoking emotions from the consumer to purchase their product.
Unilever is the second largest consumer goods company in the world. Predominate
product categories include the food and home care businesses. In South Africa they
dominate the laundry market with well-known brands such as OMO, Skip, Sunlight,
Surf etc. As part of their growth strategy, much focus is placed on harmonisation of
product and packaging development. Apart from aligning product formulations, this
strategy also includes aligning pack designs. It is therefore critical that before any
decision is made on changing pack designs to conform to global standards, that an in-depth
study be undertaken in order to assess how changes in packaging elements
affect the South African consumer. It is also important that all involved in the local
packaging value chain, ie artwork agencies, packaging suppliers, company brand
development members, are in tune with what the local consumers want.
The objective of this research is to establish which (combination of) packaging
elements (ie colour, shape, materials and design) in laundry products are most
effective in influencing consumers purchasing decision. The study focussed
specifically on Surf LSM 7-8 consumers in Durban.
The research further looked at which packaging elements associated with the Surf
brand influence purchase decision as perceived by members of the packaging value
chain (artwork agencies, packaging suppliers and company's brand development) and
compared this to findings in the consumer segment. This was done to evaluate how
effective the packaging value chain is in delivering an effective package to the target
consumer.
The research was carried out as follows:
1. A literature review to gather knowledge about packaging elements and its
communicating capability of messages in order to identify which elements have
these capabilities.
2. A quantitative study to gain insight into which attributes of packaging elements
are most effective in communicating specific product attributes associated with
the Surf platform.
3. A semi-quantitative study to gain insight into which attributes of packaging
elements are effective in influencing a consumers purchasing decision
It was found that respondents from brand development had a good understanding of
Surf consumers' current image of the brand. Artwork agencies and packaging
suppliers need to become more involved with consumer research and immersions in
order to bridge the gap in better understanding what the brand stands for.
The colour blue still remains the main visual cue linked to the Surf brand. There could
be an opportunity for the colour red to be used effectively in order to depict
brightness. There is also a possibility that flexible packaging would be more
appealing provided that opening/closing could be improved.
Holographic designs should definitely be incorporated onto a Surf pack.<br>Thesis (MBA)-University of Natal, Durban, 2003.
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Liu, Yu-Hua, and 劉又華. "The Effect of Point of Purchase on Impulse Buying Behavior-The Case Study of Western-Style Fastfood Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/24835779394241564323.
Full textAbstract:
碩士<br>國立中山大學<br>企業管理學系研究所<br>100<br>With the change of world economy and the constant innovation of technology, people’s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food.
In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald’ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows:
1. Among McDonald’ s, Mos Burger and Burger King’s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising.
2. To research the revision effect of impulse buying characteristics and demographics.
This research analysis consumers’ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don’t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.
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CHEN, LI-HUA, and 陳立華. "Study of Brand Image, Perceived Value, Brand Attitude, and Purchase Intention – A Study of Point Collection Events at Convenience Stores." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/p2n5mr.
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碩士<br>亞洲大學<br>經營管理學系<br>106<br>Taiwan’s convenience store industry developed rapidly and is filled with fierce competition with stores releasing a variety of marketing campaigns to attract consumers. The point collection campaigns in convenient stores has been released for more than a decade and consumers still maintain a high level of passion for point collection to exchange for products. Consumers who love cartoon characters gain an irreplaceable emotional effect from the collection of these characters, resulting in behavior of supplementing their purchasing amounts to gain points. Therefore, this study will explore the innovative integrated marketing model of 7-ELEVEN’s point collection campaigns to discuss whether brand image can affect perceived value and brand attitude and further affect purchase intention.
This study is based on the 4 major facets of “brand image”, “perceived value”, “brand attitude”, and “purchase intention” with university students in Taichung City as test subjects. Internet surveys were issued and a total of 435 surveys were returned; 35 surveys were disposed due to uniformity of answers to conclude with 400 effective surveys, representing a return rate of 91.95%. The data was analyzed and organized according to narrative statistical analysis, reliability and validity analysis, and regression analysis. Study results show that brand image, perceived value, and brand attitude have a positive correlation with purchase intention; therefore, it can be explained that the tracing of brand image, increase of perceived value, and establishment of brand attitude are key indicators for increasing purchase intention in consumers.
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Wu, Kun-Lin, and 巫坤霖. "Market segmentation and search – purchase behavior pattern of the Multi-channel shoppers : On the point of view of shopping orientation." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/8h9b6a.
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碩士<br>臺中技術學院<br>流通管理系碩士班<br>98<br>Nowadays, due to division of customer segmentation has become much more detailed than ever; channels contend under a more competitive environment, the success of multi-channels strategy plays an important role. Therefore, enterprises have to consider how difference types of channels influence different consumer groups. This research adopts survey method and discusses consumers'' shopping orientation factors in multi-channels with their mental characteristics. Then, based on multi-channel shopping orientation, we separate consumers into different groups. Finally, a complete multi-channel behavior pattern is constructed. In the study, we make a better understanding of differences among categories toward multi-channel shopping orientation factors and comparative analysis of various channel types. This research takes multi-channel purchasers as the object, proceeding examination of the model relations by structural equation model. As to the results, we discovered that there are seven kinds of multi-channel shopping orientations and can be divided into six shopping orientation groups. Besides, there are differences demonstrated among economical, opinion leader, and entertainment shopping orientation. We further explore the behavior patterns: As to the aspect of multi-channel orientations toward searching attitude, all of the shopping orientations has significant positive effects on searching attitude except opinion shopping guidance; on the multi-channel shopping orientations toward shopping attitude aspect, both convenience and entertainment shopping orientation has significant positive effect; on attitudes towards behavior intention aspect, only searching attitudes demonstrates a significant negative effect towards shopping intention, all the others show positive effect; on searching towards shopping aspect, it shows significant positive effect. In addition, this study separates research samples into two categories: searching and shopping. The results show that, different multi-channel shopping orientation factors will have differences on searching and shopping groups.
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Wemhoener, Heather A. "The Effectiveness of Point-of-Purchase Nutrition Education on Improving Beverage Choices and Nutrition Knowledge in a College Foodservice Setting." 2012. https://scholarworks.umass.edu/theses/839.
Full textAbstract:
College students are among the highest consumers of sweetened beverages, drinking more than 25% of their daily calorie needs from sweetened drinks. They also tend to be low consumers of milk. This is important, as high consumption of sweetened drinks and low consumption of nutrient-dense drinks is associated with obesity, dental caries and bone disease. Point-of-purchase (POP) marketing and nutrition education programs are thought to be effective in changing food selection behaviors of college students. Therefore, we conducted a 2-week intervention that combined POP marketing and nutrition education aiming to 1. decrease sweetened beverage consumption 2. increase milk/milk equivalent consumption and 3. increase knowledge of beverages and health among University of Massachusetts students.
To determine effectiveness of the campaign, college students enrolled at UMass Amherst with a meal plan of > six meals/week were recruited via email for survey participation prior to (n=1547) and 14 days after (n=1387) the intervention. We compared self-reported beverage consumption and nutrition knowledge for pre- versus post-intervention and exposed versus unexposed (post-intervention) survey respondents with Chi-square tests. Using both approaches to assess campaign effectiveness, we found that exposed participants were less likely to drink regular soda at least once per week (p =0.001, p = 0.044), more likely to identify fruit juice is not a source of calcium/vitamin D (p<0.001, p = 0.011) and more likely to identify that there is a link between artificial sweeteners and hunger (p<0.001, p<0.001).
We found that POP marketing was effective in decreasing soda consumption and increasing nutrition knowledge about calcium/vitamin D and artificial sweeteners in our study. These results suggest that similar POP marketing campaigns may be useful in college settings to improve beverage choices and knowledge. Successful campaigns that impact long-term behavior may also improve long-term health outcomes for college students by decreasing sweetened beverage intake.
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Tsai, Tsung-che, and 蔡宗哲. "A study of IT System Purchase Survey from the “Incentive Conflict” Point of View - A Case Study on PLM Systems." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/59117752851205628640.
Full textAbstract:
碩士<br>國立臺灣科技大學<br>工業管理系<br>97<br>In the circumstance of globalization, a company needs to dynamically revise its business model and watch the change of industry economies in order to create the competitive advantage.
How to integrate with the inner resources and strengthen the collaboration between the customers and suppliers are the issues a company have to face. The competitions have changed from the battle of one company to that of value chain. Information system plays a critical role in the process of integrating the “contracted entities”. The different industry structures and the position impact the specs and demands of Information systems.
To solve the different modes of industry competition and business process, there are the existing IT solutions to satisfy with the needs of the enterprises, such as ERP、PLM、MES、SCM、CRM、BI and so on. PLM is Product Lifecycle Management; it is the most popular IT system in the management of new product design process.
To complete an IT system, the enterprise needs to modify the organization and bsiness process to successfully implement the solutions. In the entire phases of IT implementation, it would directly or indirectly impact the authorization, performance revaluation and rewards between the departements. In a manner, incentive conflict naturally becomes a negative gap rooted into the departments.
The goal of this paper is to study the impacts under the factors of authorization, performance revaluation, rewards and incentive conflict when the enterprise implements PLM system.
Key word: Business Module、Industry Economies、Information System、Incentive Conflict、Product Lifecycle Management
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TZU-HAN, LIN, and 林子涵. "The Effect of Service Attitude and Consumer's Primary Purchase Intension for Employee Selection─the Point of Consumer's, Employee's and Supervisor's View." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/06447373075854209368.
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碩士<br>明新科技大學<br>服務事業管理研究所<br>97<br>This research attempts to use knowledge of psychology and the human resources management to expand original marketing management theory. “Purchase intension” was confirmed as the subjective view when consumer purchases some products, and which is the predict indicator towards the consumer behavior. The purpose of this research is to clarify the correlation relationship between employee physical attractiveness, professional ability, ambition and the self-confidence towards consumer perception of employee service attitude and the effect towards and Consumer’s Primary Purchase Intension.
According to empirical results of this study, the employee’s physical attractiveness and professional ability will affect consumer’s primary purchase intension and service attitude consumers perceived. In the point of supervisor’s view physical attractiveness, professional ability and ambition will affect the service attitude of employees. In the point of employee’s view, professional ability is the critical factor affecting their service attitude. Self-Confidence has its intervening effect on those variables. The result will offer suggestions for international tourist hotel industry on employee selection, training planning and the marketing management strategy.
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"Nutrition Information in a High School Cafeteria: The Effect of Point of Purchase Nutrition Information During Lunch in Grades 9-12." Doctoral diss., 2013. http://hdl.handle.net/2286/R.I.17786.
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abstract: Providing nutrition information at point of sale at restaurants has gained in popularity in recent years and will soon become a legal requirement. Consumers are using this opportunity to become more informed on the nutritional quality of the foods they consume in an effort to maintain healthfulness. Prior research has confirmed the utility of this information in adult populations. However, research on adolescents in school environments has resulted in mixed findings. This study investigated the effect of exposure to calorie and fat information on student purchases at lunchtime in a high school cafeteria. Additionally, it explored other factors that may contribute to students' food selections during school lunches. The research methods included analysis of changes in cafeteria food sales in one school, surveys, and focus groups. Analysis of cafeteria food sales during lunch did not show any significant change in the average number of calories and fat purchased per student between pre and post intervention. However, information gathered from focus group questioning demonstrated how students used the nutrition information to change their behavior after they have purchased their food.<br>Dissertation/Thesis<br>Ed.D. Educational Administration and Supervision 2013
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Chung-Wen, Liu, and 劉崇文. "A study of the influence among promotion, experiential value , relationship quality and purchase intention from the experiential marketing and relationship marketing view point-an example of beer industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/79772158373878980931.
Full textAbstract:
碩士<br>輔仁大學<br>企業管理學系管理學碩士在職專班<br>100<br>It’s so a competitive beer industry in Taiwan. In recent years, the foreign beer brands continue to do a lot of marketing resources strategy, and the market share rapidly rising trend. Because it’s so different competitive situation, the beer vendors use differentiation to create products and services to consumers, and put in a lot of marketing resources, including advertising, public reports, personnel, sales and promotion of promotion. However beer industry is belongs to the retail consumer industries, the activities of promotion are often the key to decision and buy. With limited marketing resources, manufacturers must face this important issue how to launch promotional activities to attract consumers.
This study understands the relationship between promotional activities, the value of experience quality and customer willingness to buy. It’s follows to achieve specific research objectives:
1.Explore the impact of different promotional activities on relationship quality.
2.Explore the impact of different promotional activities on the value of consumer experience.
3.Explore the impact of quality of relationship on consumer purchase intention.
4.Explore the impact of the experience value on consumer purchase intention.
5.Comprehensive study results, give specific recommendations to the beer industry as a promotion activities in the design and implementation in the furture.
This study finds 400 subjects participated, and then having 354 effective questionnaires. We use of SPSS statistical analysis software as tools to statistical analysis. In this study, based on different level of relationship-oriented, and will promote the active region is divided into: transaction type, complex, relational. In accordance with the level of experience-oriented, will promote the active region is divided into: Low experience, high experience, depth of experience.
The study found that promotion-oriented will be differences by the value of consumer experience. It is positive effects on purchase intention between the promotion of the relationship-oriented, relationship quality, satisfaction and trust. But based on the calculation of the commitment, consumers will continue to rational assessment and maintain the relationship with vendors to get the value. Many brands of beer market intense competition, promotional activities emerge and consumers are willing to maintain long-term relationships with manufacturers, but it’s not necessarily to translate into purchase intention. In experience-oriented promotions, consumers may be the service and atmosphere in the promotional activities and change emotions. But it’s not necessarily to successfully use this link with the purchase intention. It shows the functional, social, epistemic three kinds of experience value easier to let consumers purchase intention, emotional value than consumers can not immediately produce the purchase intention.