Sinnesmarknadsföring i livsmedelsbutik : Ett experiment i samarbete med ICA Group

Sammanfattning: Context: In cooperation with ICA, we chose to investigate how much the auditory and visual stimuli in combination affects consumer behavior in grocery store. There are few studies in the area, which gives good practical and theoretical implications. Research question: How much influenced consumers' purchasing, movement and inspection behavior during exposure to auditory and visual stimuli in the fruit and vegetable department of a grocery store? Purpose: The purpose of this paper is to describe and analyze how much the auditory and visual stimuli affect consumer behavior in the grocery store. We do this through a quantitative experiment of our partner’s fruit and vegetable section, where we observe customer behavior in stores. The paper will result in a number of recommendations for the use of auditory and visual stimuli for our partner ICA. Method: We conducted a quantitative study that began in a deductive approach. We conducted an experiment in which we manipulated the auditory and visual stimuli. Observation and manipulation checks formed the basis of our empirical data collection. Conclusion: We got two of the four hypotheses accepted where inspection and purchasing hypotheses had a significance level of 95% or over. ICA can therefore use auditory and visual stimuli to influence customers to more inspections and more purchases in stores.