Butiksdemonstrationens mentala och beteendemässiga påverkan: - Ett fältexperiment som undersöker butiksdemonstrationens möjligheter att påverka konsumenten i butiksmiljön
Sammanfattning: The knowledge development regarding in-store marketing has shown that influencing a consumer in a store setting is a powerful tool to change the consumer’s buying patterns. However, the store as a marketing channel lacks, in many ways, conducted academic research and according to marketing theory investments into in-store marketing tend to be taken without advanced marketing consideration. As a consequence, we have chosen to generate new insights into the field of in-store marketing by studying in-store demonstrations both from a behavioral and a mental dimension. Furthermore, we have also chosen to study how different consumers with different degree of loyalty and buying patterns are influenced by an in-store demonstration.This study aimed to obtain a better understanding of in-store demonstrations through breaking down the demonstration into its core elements and from these elements construct different types of demonstrations. Through a field experiment involving 74 ICA-Kvantum stores sales data (n=283 909) and survey data (n=1407) were collected and statistically analyzed with foremost MANCOVA tests. The result shows that in-store demonstrations can be used to influence the consumers both in a mental and in a behavioral dimension. But by using different elements different results were obtained hence making the demonstration a tactical tool. Furthermore, we have shown that it is possible to influence consumers with different degree of loyalty and buying patterns. Moreover, the results indicate that in-store demonstrations should not be viewed as a sale activity but rather as a marketing activity. Implications of the results for retailers, communication agencies and brand owners are discussed and direction for further research is offered to the academic realm.
HÄR KAN DU HÄMTA UPPSATSEN I FULLTEXT. (följ länken till nästa sida)