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09:17
Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
Brand placement and consumer choice: an in-store experiment
Valdimar Sigurdsson1, Hugi Saevarsson, Gordon Foxall
1Reykjavik University, Ofanleiti 2, 103 Reykjavik, Iceland. valdimars@ru.is
Journal of Applied Behavior Analysis
|March 2, 2010
Summary
Shelf placement significantly impacts consumer purchasing behavior. Potato chips placed on middle shelves resulted in the highest purchase rates, highlighting the importance of strategic product positioning.
Area of Science:
- Consumer Behavior
- Retail Marketing
- Point-of-Purchase Research
Background:
- Understanding factors influencing consumer purchasing decisions is crucial for effective retail strategies.
- Product placement within a retail environment is a key variable in the marketing mix.
- Previous research suggests visual and accessibility factors affect product choice.
Purpose of the Study:
- To investigate the impact of vertical shelf placement on consumer purchasing behavior for potato chips.
- To determine if specific shelf positions (high, middle, low) correlate with higher sales volumes.
Main Methods:
- An in-store experiment was conducted to observe consumer purchasing patterns.
- Potato chip products were systematically placed on high, middle, and low shelves.
- Purchase data was collected and analyzed to compare sales across different shelf placements.
Main Results:
- The middle shelf placement yielded the highest percentage of potato chip purchases.
- Both high and low shelf placements resulted in lower purchase rates compared to the middle shelf.
- A statistically significant difference in purchase behavior was observed based on shelf height.
Conclusions:
- Strategic shelf placement is a critical determinant of consumer purchasing behavior.
- Optimizing product visibility and accessibility through middle-shelf placement can enhance sales.
- Retailers should consider shelf positioning as a vital element in merchandising strategies.
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