In-store Display Research Articles

The role of price in display complexity's impact on horticultural plant purchase intention: An eye-tracking study

Given that most live plants are still sold in physical stores, the influence of in-store display complexity on visual attention and purchase intention interests both practitioners and scholars. However, the interactive role of price and display complexity on choice has yet to be studied. Using Split-attention Effect in Cognitive Load Theory and Price-Quality Heuristic as theoretical frameworks, we conducted a within-subjects experiment using eye-tracking technology. We explored how price signs and display complexity affect visual attention and purchase intention. Prices were varied for two levels (regular vs. discounted) and display complexity was varied for 6, 12, and 24-item displays. Participants chose their most preferred option and indicated their purchase intention. Our study suggests that price moderates the Display Complexity (DC)-Likelihood-to-Buy (LTB) and Visual Attention on Sign (VAS) - LTB relationship. LTB increases with DC at a regular price, while LTB does not vary by DC at a discounted price. At a regular price, VAS is negatively related to LTB, while at a discounted price, VAS is positively associated with LTB. Implications for retailers include increasing the number of plants on display when no discount is offered and making regular price signs more appealing.

Promotional Inventory Displays: An Empirical Analysis Using IoT Data

Problem definition: Despite their widespread use, promotional inventory displays’ campaign execution is opaque. Brands (manufacturers) can only verify in-store display presence through manual, on-site audits, which are costly and limited in scope. This lack of visibility into execution makes it difficult for brands to quantify the sales impact of displays and properly evaluate campaign performance. Methodology/results: We use Internet-of-Things (IoT)-generated data on the real-time location of about 15,000 displays from 10 display campaigns in about 5,000 stores of a Fortune 500 retail chain, paired with the stores’ point-of-sale (POS) data between September 2017 and March 2018, to measure the operational execution and effectiveness of display campaigns. First, we find that campaigns are poorly executed: 29% of displays never made it to a store’s floor, and those that made it only spent 62% of the campaign there. Second, we find that poor execution deprives brands of substantial sales, especially during campaign weeks: placing a display on the floor during an arbitrary week increases the targeted products’ sales by 7.3%, and placing it on the floor during a campaign week boosts sales by another 2.3%. Managerial implications: Our results enable brands to optimize investments in promotional display campaigns and execution. We project that brands would suffer a 3.1% dollar sales decrease during campaign weeks by discontinuing current campaigns. However, they could achieve up to a 6.9% dollar sales increase during campaign weeks through improved execution. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0291 .

Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

PurposeThis paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.Design/methodology/approachStudy 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.FindingsTaken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.Research limitations/implicationsThe environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.Originality/valueAcross two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

The Influence of Price Discounts and In-Store Display on Impulse Buying Decisions on Rabbani Pekanbaru Products (Study on Rabbani Pekanbaru Consumers)

This study seeks to investigate how price reductions and in-store displays influence impulsive purchasing choices among customers of Pekanbaru Rabbani items. The approach utilized in this study involves descriptive and quantitative statistics within an explanatory research framework. The study included 89 participants selected using Accidental Sampling and data was collected using a questionnaire. The data analysis, which involved validity testing, reliability testing, linear regression analysis, hypothesis testing, and coefficient of determination testing, indicates that price discounts significantly influence impulse buying. In-store displays also have a significant impact on impulse buying. Furthermore, the combined effects of price discounts and in-store displays on impulse buying decisions for Rabbani Pekanbaru products are significant.

Pengaruh Potongan Harga dan Tampilan dalam Toko terhadap Pembelian Impulsif

One of the modern businesses that is increasingly popular is the retail business where consumers also show an increase in impulsive buying behavior. This research aims to test and analyze the influence of price cuts and in-store displays on impulse purchases. The sample used was 75 samples chosen using a nonprobability sampling technique with a purposive sampling method. The data analysis method used in this research is the multiple linear regression analysis method using a statistics program. The results show that the two independent variables, namely price cuts and in-store display, have a positive and significant influence on the dependent variable, namely impulse buying. This means that the higher the price discount or the better the display in a shop, the possibility of impulse purchases by consumers will also increase. The results of this research can be used as a reference for policy-making by companies in stimulating impulse buying.

PENGARUH PRICE DISCOUNT DAN IN-STORE DISPLAY TERHADAP IMPULSE BUYING (Studi Pada Konsumen di Irian Supermarket Kota Medan)

In the current era of globalization, competition between business people in both domestic and foreign markets continues to increase. This is evidenced by the displacement of traditional markets by various types of modern markets, so that many world centers with various shapes and sizes have emerged. The development of this modern retail business is also popping up in every corner of the city, and this has a positive impact on increasing the retail industry in Indonesia. This research was conducted on Irian Supermarket consumers in the city of Medan. The purpose of this study was to determine the effect of price discounts and in-store displays on impulsive purchases at the Irian Supermarket in Medan. This research was conducted on 105 respondents using a purposive sampling method. The method in this study is quantitative with multiple linear regression and using the SPSS 25 program. From the results of the t test, the price discount variable has a not significant positive effect on impulse buying and the in-store display variable has a significant positive effect on impulse buying at Irian supermarkets, Medan city. There is a low (weak) relationship between price discount and in-store display variables as a whole on impulse buying in Irian supermarkets in the city of Medan, namely 15.1% and the rest is influenced by other variables not examined in this study

Pengaruh Price Discount dan In-Store Display terhadap Impulse Buying pada Konsumen Minimarket Amifa Pekanbaru

The purpose of this study was to determine the effect of Price Discount and In-store Display on Impulse Buying. The population in this study are consumers of the Amifa Minimarket Pekanbaru. The sample in this study was 100 respondents. The data used was primary data. The data analysis method used is multiple linear regression method. The results of the partial research test show that the Price Discount and In-store Display variables have a significant effect on Impulse Buying. The big influence of Price Discount and In-store Display on Impulse Buying on consumers of Minimarket Amifa Pekanbaru is shown by the coefficient of determination of 0.745. This shows that 74.5% of Impulse Buying is influenced by Price Discount and In-store Display and the value of 0.255 or 25.5% is influenced by other variables that are not used in this study.

Effects Of Discounts, Brand Image And In-Store Display Against Impulsive Buying In Fashion Products At Matahari Department Store Bengkulu

The purpose of this study is to analyze the effect of the discount, brand image and in-store display toward impulsive buying at the Matahari Department Store in the Bengkulu City. The data used in this research is the primary data obtained from the questionnaire to the dissemination of the results of the customers of the Matahari Department Store in the Bengkulu City. The sample used in the analysis was 185 respondents. Data analysis method used is descriptive analysis and multiple linear regression analysis. From hypothesis testing retrieved results: first, the discount variable has a positive significant effect on impulsive buying. Its means are, if the discount is good, will be increasing of customers to impulsive buying. Second, the brand image variable has positive and significant effect on impulsive buying. Its means are, if the brand image is good, will be increasing of customers to impulsive buying. Third the in-store display variable has positive and significant effect on impulsive buying. Its means are, if the in-store is good, will be increasing of customers to impulsive buying.
 Keywords: Discount, Brand image, In-store display and Impulsive buying

The Model of Impulse Buying: Consider Price Discounts and Store Displays

This research endeavors to investigate the effects of Impulse Buying Discount Price and In-Store Display on Borma Departement Store Bandung. Additionally, it seeks to determine the combined influence of Price Discount and In-Store Display on Borma Departement Store Impulse Buying in Bandung. The study employs a descriptive quantitative methodology and involves the analysis of data collected from 980 customers at Borma Departement Store Terrain, with 91 respondents selected using a formula method. Both library and field research are used to gather data systematically and objectively. The analytical method used is descriptive analysis, and the findings indicate that Price Discount has a significant positive effect on Impulse Buying, while In-Store Display has a partially positive and significant impact on this phenomenon. The combination of discounted pricing and eye-catching in-store displays can effectively stimulate impulse purchases.

Consumers’ Impulse Buying Behaviors Vis-à-vis Visual Merchandising in Selected Malls in Pampanga

The study was focused on assessing the consumers’ impulse buying behaviors as to the relationship to visual merchandising. According to Foroughi et al. (2013), one of the many tactics that companies do practice includes encouraging customers to buy impulsively. Because of this theory and visual merchandising, the researcher was able to determine consumers’ impulsive buying behavior concerning visual merchandising. In this study, 384 mall shoppers were selected as the population sample from the three selected Malls in Pampanga. The collected data were analyzed through frequency, mean, Likert scale, Pearson correlation, and Chi-square to test respondents’ profile with their impulse buying behavior, respondents’ profile and their assessment of visual merchandising, and respondents’ impulse buying behavior and their assessment of visual merchandising. Consumer impulse buying behavior has a significant relationship with the window display. According to Bhatti and Latif (2013), said that when the consumers visualize the products which were displayed attracts the customers and arouses their urge to do impulse buying. Visual merchandising including window display, in-store display, floor merchandising, and promotional signage make a significant effect on stimulating the consumers’ impulse buying behavior. For future researchers, further studies may be used, like for instance introducing other variable/s in assessing consumers’ buying impulsiveness not only limited to visual merchandising per se but also identifying a specific product.

A neurobehavioral account of differential consumer responses to price and in-store display between un/healthy food

PurposeThis paper aims to elucidate some of the complexity around food consumption by drawing from neuroscience research of food as a motivated choice (i.e. a neurobehavioral process sensitive to dopaminergic response to food and environmental cues such as marketing). The authors explore the single and compounded effect of the motivational salience of food’s intrinsic reinforcing value tied to its sugar content and that of two marketing food cues, price and in-store display, on actual consumer purchase behavior.Design/methodology/approachThe authors test the above hypotheses in two perceived “healthy” product categories with a wide distribution of sugar content. The authors estimate a within-category model using three years of retail transaction data to test the effect on weekly sales.FindingsThe authors confirm the single effect of each of food’s and marketing cues’ motivational salience as well as their compounded effect with high-motivational-salience food being less price elastic and more susceptible to in-store display activities.Research limitations/implicationsThis research highlights the need to complement current reliance on unhealthy/healthy perception with finer grained objective evidence linked to the formulation of the food itself and the marketing applied to them.Practical implicationsThe present study findings may help marketing managers and policymakers develop better targeted pricing and display strategies for low- and high-motivational-salience food, attempting to strike a better balance between consumer welfare and commercial performance.Originality/valueThis paper is one of the few that links real-world market outcomes to predictions derived from a unique combination of consumer neuroscience and neurobiology of food, advancing data-driven decisions.

Sebuah Studi Niat Beli Skincare: Pengaruh Social media Marketing, E-WOM, dan In-store Display

Several factors can be used to determine the success of consumer purchase intentions. In this study, the factors that can influence purchase intention are formed from social media marketing, e-commerce, and in-store displays. The purpose of this study was to determine the effect of social media marketing, e-WOM, and in-store displays on purchase intention of skincare products (study on consumers of Rena beauty store-Tuban). This research is quantitative. The sampling technique used was non-probability sampling with judgmental methods. The sample used was 100 people. The respondent in this study has seen the contents of Tiktok owned by Rena beauty store and has never purchased skincare products at Rena beauty store, with an age range of 17-35 years. The measurement scale uses the Likert scale. The measurement method used is a questionnaire, data analysis using multiple linear regression equation models. The data is processed using SPSS version 26. The results of this study indicate that social media marketing has a significant effect on the intention to buy skincare products for consumers in Rena beauty store-Tuban; meanwhile, e-WOM has no significant effect on the intention to buy skincare products for consumers because beauty store-Tuban, the in-store display also does not affect. Significantly on the intention to buy skincare products to consumers of Rena beauty store-Tuban.

Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior

Prior research indicates the strategic importance of the store environment in enhancing customers’ shopping experience and their purchase decisions. This article examines the effects of imaginative displays on customers’ purchase behavior. An imaginative display is constructed using multiple units of the same product in a novel or innovative yet aesthetically appealing form, which could be themed (i.e., having a particular shape mimicking an object) or unthemed. Six studies in both lab and field settings show that, relative to standard displays (i.e., non-novel and neutral aesthetics), imaginative displays can increase customers’ purchase behavior and intentions. Importantly, for themed imaginative displays, these effects work through the dual mechanisms of affect-based arousal and cognition-based inferred benefits, which are contingent on congruence between display form and perceived product benefit. Findings from this research not only contribute to the literature on in-store display and store atmospherics but also have significant practical implications for retailers. Specifically, while imaginative displays may appear gimmicky, they can favorably influence customers’ purchase behavior and increase product sales at relatively low costs.

Influence Of Price Discount, In-Store Display, And Shopping Lifestyle On Impulse Buying At Umama Gallery Sidoarjo

This study aims to determine the effect of price discount, in-store display, and shopping lifestyle on impulse buying at Umama Gallery Sidoarjo. The method used in this research is a quantitative approach. Sampling was done by using non-probability sampling method with purposive sampling type with a total of 100 respondents who had visited and bought products at Umama Gallery Sidoarjo. The data analysis technique in this study uses multiple linear regression using the IBM SPSS Statistics version 21 program. The results show that price discount have an influence on impulse buying, in-store display have an influence on impulse buying, shopping lifestyle has an influence on impulse buying, and price discount, in-store display, and shopping lifestyle have a simultaneous influence on impulse buying.

Pengaruh In-Store Display, Bonus Pack Dan Discount Terhadap Impulse Buying Pada Iwan Swalayan Tenggarong

Abstract :
 This study aims to determine and analyze the magnitude of the influence of In-Store Display, Bonus Pack and Discounts on Impulse Buying at Iwan's swalayan in Tenggarong. Respondents who were involved in this study were 94 respondents, while the method used in this study was probability sampling. Namely in-store displays, bonus packs and discounts with 1 dependent. Data collection was carried out by distributing questionnaires and the method of analysis used in this study was multiple linear regression with the help of the SPSS 25 statistics. Based on the results of testing the first hypothesis regarding the variable in store display, bonus and discount, the effect is received simultaneously. The findings indracle that bonus pack had a partical and significant effect on impulse buying. In store display variables had no significant effect on impulse buying. The second hypothesis regarding the in store display, the results are rejected with the value (t count = -0.752 < t table = 1.987). the third hypothesis regarding the bonus pack, the result is accepted with the value ( t count = 5.257 > t table= 1.987), the fourth hypothesis regarding the discount is rejected with the value (t count = 0.773 < t table = 1.987). The fifth hypothesis regarding the bonus pack has a dominant effect on impulse buying at iwan swalayan was accepted and proven to be true.
 
 Keywords: In-Store Display, Bonus Pack, Discount , Impulse Buying

Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?

In-store displays aim to boost sales of both utilitarian and hedonic products. Noting typical differences in the information processing and purchase behavior evoked by these product types, and building on congruency theory principles, the authors propose that different types of in-store displays (i.e., island, end-of-aisle, or shelf signage) are more appropriate for utilitarian versus hedonic products, and the use of price or product promotions might reinforce these effects. With a database that combines three data sources (scanner, observational, and survey), this article presents an analysis of a market share model at the SKU level. The results confirm that in-store displays have differential effects on sales, depending on their characteristics; congruency between the decision-making process of utilitarian versus hedonic products and the characteristics of in-store display types moderates their effectiveness in terms of SKU sales. Shelf signage strongly increases the sales of utilitarian products, whereas island and end-of-aisle displays increase sales of hedonic product categories more effectively. The use of congruent promotions creates synergistic influences that reinforce these effects. In particular, price promotions improve the impact of shelf signage on utilitarian products, and product promotions strengthen the impacts of island and end-of-aisle displays on hedonic products. These results extend prior research on in-store marketing actions and the nature of utilitarian versus hedonic products, as well as providing recommendations for retailers and manufacturers seeking to optimize their retail space and commercial budgets.

The sales effect of in-store product displays: The special case of total product relocation

Purpose of the research: Special product displays are expected to increase sales of the products they contain. Opposite to the rich existing literature on the impact of product in-store displays, we investigate the case of total product relocation instead of using the display location as an additional sales spot (secondary location strategy). Design/methodology: In our setting, products are fully taken off the usual shelf and put into special displays close to the checkout area. We use data from a field experiment conducted in 214 stores of a German perfumery chain, in which eight products were moved to an in-store display. Results/findings: Compared to the control group, the treated products placed in display boxes show a statistically significant increase in sales. The precise effect differs markedly between the investigated products, ranging from 80% to 478%. Accumulated sales increased by 217.69€ per week on average due to the installation of product displays. We can conclude that complete relocation, indeed, boosts sales, but the precise magnitude seems to be driven by factors not covered in this study. Practical implications and Conclusions: Based on the product selection, the results seem transferable to both other perfumery stores as well as general supermarkets. However, given the low additional revenues, retailers must consider all the additional costs associated with the implementation of product displays such as the costs of installing and maintaining the display, the costs of removing tags and rearranging the former shelf, and any opportunity costs. If these costs do not exceed the estimated effect, then the installation could be of economic importance.

IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS

Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying. Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software. Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding. Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers. Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.

THE EFFECT OF PRICE DISCOUNT AND IN-STORE DISPLAY ON IMPULSE BUYING

This study aims to determine the effect on the Impulse Buying Discount Price on Borma Departement Store Bandung, determine the effect of In-Store Display on Borma Departement Store Impulse Buying in Bandung, and determine the influence of Price Discount and In-Store Display on Borma Departement Store Impulse Buying in Bandung. The methodology used is a descriptive quantitative method, the unit of analysis in this study is Borma Departement Store Terrain and observation units are customers of Borma Departement Store Terrain much as 980 respondents. Mechanical determination of the number of samples used in this study is the formula solving and amounted to as much as 91 respondents. The method used the techniques of collecting data through library research and field research conducted systematically based on objective research. The analytical method used to solve problems and prove the hypothesis is descriptive analysis. The finding are price discount has a positive and significant impact on the Impulse Buying. In-Store Display partially has a positive and significant impact on the Impulse Buying. Price Discount and In-Store Display simultaneously have a positive influence on Impulse Buying. .

PENGARUH PRICE DISCOUNT DAN IN-STORE DISPLAY TERHADAP IMPULSE BUYING PADA LABELLO STORE MEDAN

The purpose of this study is to determine the effect of Price Discount on Impulse Buying at Labello Store Medan, determine the effect of In-Store Display on Impulse Buying at Labello Store Medan, determine the effect of Price Discount and In-Store Display on Impulse Buying at Labello Store Medan. The research methodology used descriptive quantitative method, the unit of analysis in this study is Labello Store Medan and its observation unit are customers of Labello Store Medan as many as 980 respondents. The technique of determining the number of samples used in this study was the Slovin formula and amounted to 91 respondents. The research method used is by data collection techniques through library research and field research conducted systematically based on research objectives. The analytical method used to solve problems and prove hypothesis is descriptive analysis, regression analysis. The test results of the coefficient of determination (R2) indicate that 94.20% of the Impulse Buying variable is influenced by Price Discount and In-Store Display variables, while the remaining 5.80% is explained by the influence of other factors variables outside the model such as fashion involvement, positive emotion, store image and social media.