Effects of In-store Promotions on Brand Awareness

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Sammanfattning: Title: Effects of In-store Promotions on Brand Awareness Date of the Seminar: June 2nd Course: BUS 808. Master thesis in international marketing Author: Luiz Gustavo Pinke Rodrigues Advisor: Karin Alm Examinator: Ulf Johansson Keywords: In-store promotion, Brand Awareness, Consumer buying intention, Retailer, Point-of-Purchase Thesis purpose: This thesis is aiming at bringing brand into consideration by investigating the effects in-store promotions have on brand awareness in consumers’ real shopping experience. . Methodology: The method used was a qualitative approach and a survey. Interviews were conducted by using photo-elicitation method in order to answer the questions regarding each in-store promotion used. Theoretical perspective: In-store marketing theories, exposures and consumers attention, brand awareness, brand recognition and brand recall and consumers buying intentions. Empirical data: Semi-structured interviews using photo elicitation Conclusion: This study investigated if in-store promotions have effects on brand awareness in a real shopping environment by using three types of promotions activities such as: POP Display, Premium Promotion and Sampling. By conducting interviews the study has shown the effects created by in-store promotions on brand awareness and on consumer’s buying intention as well.

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