Abstract
The present research aims to test the communicative efficacy of an in-store marketing activity consisting of placing products on an end-of-aisle display stand. Two studies were conducted to test the positive effect exerted by the display stand applied to two convenience goods: a very familiar product (i.e. toothpaste in Study 1) and a less familiar one (i.e. instant chocolate pudding mix in Study 2). These two convenience goods were each articulated in three brands as a function of their awareness. Results of both experiments showed that end-of-aisle display stands significantly influenced consumers' attitude towards the product and, indirectly, their purchase intention.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: The International Review of Retail, Distribution and Consumer Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
