Effectiveness of In-Store Displays in Consumer Decision Making
Ekman, Linda (2016)
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The bakery industry is affected by many of the current trends and naturalness (clean label) and wellbeing is emphasized in regard to bakery products. New products and product improvements are continuously being launched. Because of this, advertising becomes an important aspect especially when a large amount of purchasing decisions are done in store. One of the main ways to advertise products in the store are through in store displays. Understanding how consumers actually look at in store displays and how effective they are in changing consumer behavior into a purchase decision at the point of purchase will inform the best execution and layout of the display. The main aim of the study was to get a better understanding of what an effective in store display in consumer decision making is. This was done by assessing three different aspects of in store displays: (1) the visual attention attracting ability, (2) if the intended communication and content is com-prehensible on the in store display and (3) if the in store display can positively influence consumer decision making. The primary methodology included usage of eyetracking equipment with a complementary questionnaire and the research was conducted by way of a two phase experiment.