An experimental study on the role of store benefit and information search by shoppers towards in-store communication

Abstract

Retail communication happens at a place where a customer is about to buy the product. It offers us a last chance to remind or attract customers. It was found that there was a lack of an established method of measuring the effectiveness of in-store communications. The study defines and measures the attitude of shoppers towards in-store communications which was done with the help of an experimental design using two main variables; information search and store benefit. In-depth interviews were carried among shoppers to understand their motivations and gratifications with regard to shopping. Findings were used to develop scales, which were tested before the experiment. The experiments involved building scenarios specific to shopping situations. Participant observations were carried out at stores with different formats. The study found that information search and store benefit were significant. Based on the findings the author suggests a framework for enhancing the effectiveness of in-store communications.