Kniha Demonstrate It's Great! Pernilla Elvin

Demonstrate It's Great!

A book about the possibility to influence consumers through in-store demonstrations

Jazyk: Angličtina
Vazba: Brožovaná
Dostupnost: U nakladatele na objednávku
Odesíláme za 17-27 dnů
1 174
In grocery stores today consumers are confronted with§endless possibilities and most purchase decisi...

Informace o knize

Jazyk
Angličtina
Vazba
Kniha - Brožovaná
Vydáno
2009
Stránek
60
EAN
9783639163018
Enbook ID
06824711
Hmotnost
106
Rozměry
150 x 220 x 4

Kompletní popis

In grocery stores today consumers are confronted with§endless possibilities and most purchase decisions are§made while in the store. This situation provides§retailers with a perfect opportunity to influence§consumers purchase decisions. One of the tools to§affect consumers is in-store demonstrations. This§book has studied the effect of degree of purchase§planning on the result of in-store demonstrations and§the effects of in-store demonstrations on sales and§brand attitude. §A natural experiment in an authentic grocery store§environment was conducted in twelve stores §throughout Sweden and two products of the same brand§were demonstrated. The experiment was conducted §according to a Latin Square design and was carried§out during a two-week period.§§The results show that demonstrations do increase§sales and brand attitude significantly. Although, §the impact varies between different days of the week,§different types of consumers and different §products. The results of the study provide new§knowledge regarding retail marketing, a §research area that is still relatively unexplored.

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