In-store Promotions Research Articles

From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage

This research investigates how individuals’ regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies.

Assessing the Effectiveness of In-Store Promotions for Private Label Brands in Retail Stores

In an era marked by intense market competition and evolving consumer preferences, the pivotal role of In-Store Promotions (ISPs) in shaping the success of Private Label Brands (PLBs) is of crucial importance. This research paper delves deeply into the dynamic landscape of ISPs and their profound impact on the market performance of PLBs within the contemporary retail environment. Using a descriptive research design, the study aims to assess the effectiveness of ISPs for PLBs and explore their influence on Consumer Observation (CO), Consumer Interest (CI), and Purchase Behaviour (PB). Primary data were collected from 206 customers of various supermarkets using a purposive sampling method. A structured questionnaire was disseminated using Google Forms to gather data. The data underwent statistical analysis, including Correlation, Regression, and Mediation analysis, utilising the SPSS 24.0 software package. The findings of this study reveal a positive relationship of CO and CI with PB, underscoring the substantial significance of ISPs for PLBs. Additionally, the analysis unveiled the mediating role of CI in the CO - PB relationship. These research findings offer valuable insights that can enhance ISPs and deepen our understanding of consumer preferences within the dynamic retail industry landscape.

Effects of in-store marketing on food and beverage purchases: a longitudinal study of households with children.

Most food retailers display foods in prominent locations as a marketing strategy (i.e. 'placement promotions'). We examined the extent to which households with children change their food and beverage purchases in response to these promotions. We analysed a novel dataset of all products promoted in two supermarkets from 2016 to 2017, including promotion dates and locations (e.g. aisle endcaps and front registers). We linked promotions to all purchases from the supermarkets from 2016 to 2017 by a cohort of households with children. We calculated the number of weekly promotions in each of thirteen food and beverage groups (e.g. bread; candy) and used fixed effects regressions to estimate associations between number of weekly promotions and households' weekly food purchases, overall and by Supplemental Nutrition Assistance Program (SNAP) participation. Two large supermarkets in Maine, USA. Eight hundred and twenty-one households with children. Most promotions (74 %) were for less healthy foods. The most promoted food groups were sweet and salty snacks (mean = 131·0 promotions/week), baked goods (mean = 68·2) and sugar-sweetened beverages (mean = 41·6). Households generally did not change their food group purchases during weeks when they were exposed to more promotions for those groups, except that a 1-sd increase in endcap candy promotions (about 1 promotion/week) was associated with $0·19/week (about 14·5 %) increase in candy purchases among SNAP nonparticipants (adjusted P < 0·001). In-store placement promotions for food groups were generally not associated with purchases of promoted food groups, perhaps because exposure to unhealthy food marketing was consistently high. Substantial changes to in-store food marketing may be needed to promote healthier purchases.

Monitoring the healthiness of food environments in supermarkets and out-of-home settings

Abstract Background Food environment transformations are needed to improve population diets. Systems to monitor food environment transformations are often lacking, but can be useful to assess retail and food-service performances over time. Therefore, we aimed to measure the healthiness of supermarkets and out-of-home settings, including the assortment, price promotions, in-store promotions, and food marketing to children. Methods Web-scraping techniques were used to collect data on food assortment (n = 37761 products) for 6 supermarket chains (market value=72%). All products were categorized by food group and whether they contributed to a healthy diet (yes/no). During 8 weeks, price-promotions were collected for 8 supermarket chains (n = 23239 promotions). To identify instore promotions (n = 7757 products) and food marketing to children (14 product categories, n = 2,681 products), 40 supermarkets (8 chains) were visited. Similar data was gathered for out-of-home settings. Results 80% of the food assortment and 80% of the products featuring in supermarkets’ price- and in-store promotions were not supportive of a healthy diet. In addition, 73% of the check-outs offered snacks, but lacked healthy options. 97% of the food marketing to children was for products not supporting healthy diets. The top five most available food products in supermarkets were: non-alcoholic beverages, alcohol, sweets, biscuits, meat, and poultry (36% of the entire assortment). Non-alcoholic drinks, sweets and confections, alcoholic beverages, dairy, and ready-to-eat meals were the most featured products in price-promotions. Even less supportive observations were found for out-of-home settings. Conclusions Dutch food environments primarily consist of products and promotions that do not contribute to a healthy diet. Regular monitoring is needed to identify whether policies are effective to improve food environments. Key messages • The current food assortment, price promotions, in-store promotions, and food marketing to children of supermarkets and out-of-home settings are not supportive of healthy food choices. • Monitoring food environments can be useful to assess retail and food-service performances over time, and to identify whether policies are effective to improve food environments.

Restrictively Framed Promotions Hurt Retailers: The Role of Promotion Induced Reactance

Retailers offer many in-store promotions to increase sales. In-store price promotions, and especially, multiunit discounts, are common across retail settings. The purpose of this research is to propose and test the impact of a prevalent, but unexamined, multiunit promotional frame (discount with “must buy X”) on consumers’ perceptions of value and purchase intention. We argue that a promotional frame that explicitly mandates the minimum purchase quantity that consumers need to buy to avail of the promotion is perceived unfavorably by consumers. As an alternative to this restrictive promotional frame, we propose the economically equivalent but differently framed promotion (discount with “bundle of X”). Our findings show that, compared to the restrictively framed promotion (“must buy”), a promotion framed as a “bundle” leads to lower promotion-induced reactance, and thereby, higher perceived value, and higher purchase intention. We discuss the theoretical and managerial implications of these findings.

Penerapan Algoritma Apriori Untuk Rekomendasi Produk Bagi Pelanggan Toko Online Berbasis Website

Today, almost all activities in various sectors of life have been transformed into digital systems to support various related activities. Consideration of the efficiency of dissemination of information outreach and data management that can be recorded properly is the main reason for switching to a digital system. In the economic sector, global business developments are rife with the use of digital devices in marketing various products to increase marketability. Based on this, this research was conducted to apply the Apriori algorithm association data mining to provide product recommendations for online shop customers. The CodeIgniter framework and the waterfall method are used to build a website-based information system. Sampling data was obtained from transaction data at the Rizvenastore store which was used for the database using MySql. The application of the a priori algorithm can form association rules as a reference in-store product promotions and decision support in providing product recommendations to customers based on predetermined minimum support and confidence values. From testing the system using the black box method, the results obtained for all activities on all actors can run as expected.

In-Store Marketing and Supermarket Purchases: Associations Overall and by Transaction SNAP Status

In-store placement promotions are used widely in supermarkets, but their effects on customer purchases remain largely unknown. This study examined associations of supermarket placement promotions with customer purchases overall and by Supplemental Nutrition Assistance Program (SNAP) benefit use. Data on in-store promotions (e.g., endcaps, checkout displays) and transactions (n=274,118,338) were obtained from a New England supermarket chain with 179 stores from 2016 to 2017. Product-level analyses examined multivariable-adjusted changes in products' sales when they were promoted (versus not) across all transactions and stratified by whether the transaction was paid for with SNAP benefits. Food group-level analyses examined the extent to which a 20% increase from the mean number of weekly promotions for a food group (e.g., increasing the number of candy promotions from 17.0 to 20.4) was associated with total food group sales. Analyses were conducted in 2022. Across stores, the mean (SD) number of promotions per week was highest for sweet/salty snacks (126.3 [22.6]), baked goods (67.5 [18.4]), and sugar-sweetened beverages (48.6 [13.8]) and lowest for beans (5.0 [2.6]) and fruits (6.6 [3.3]). Product sales were between 16% (low-calorie drinks) and 136% (candy) higher when promoted versus not promoted. In 14 of 15 food groups, associations were stronger among transactions made with SNAP benefits than among those not made with SNAP benefits. The number of in-store promotions was generally not associated with total food group sales. In-store promotions, which were mostly for unhealthy foods, were associated with large product sales increases, particularly among SNAP purchasers. Policies limiting unhealthy in-store promotions and incentivizing healthy promotions should be explored.

Stimulators of impulse buying behaviour: an analysis of Pakistan's readymade garment buyers

The purpose of the current research is to explain the effect of in-store sales promotion (marketing stimuli), impulsive buying tendency, and shopping enjoyment tendency (traits) upon the impulsive buying behaviour of buyers (response) after feeling positive affective states and the urge to buy impulsively (affect). The deductive approach and survey strategy were used in the research. A total of 220 questionnaires were distributed, out of which only 205 were recollected and were used for the study. The structural equation modelling technique was used for data analysis. The findings showed that in-store sales promotion, shopping enjoyment tendency, and impulsive buying tendency impact buyer's impulse buying behaviour. Therefore, the retailers can consider paying more attention to in-store sales promotion along with other promotional activities. In-store sales promotion is not a new concept for the retailers and the buyers, so it will be easy for the buyers to get it.

Analysis of factors affecting the purchase of private label products by different age consumers

PurposeThe aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering differences and similarities of behaviors.Design/methodology/approachThe research was conducted through the administration of a questionnaire to evaluate consumers' perceptions about private label food products. To collect data, the convenience sampling method has been used. The valid answers collected and analyzed are 358.FindingsThe results of this study highlight that the response of different age groups to the Private Label Brands (PLBs) must be considered in the light of the positioning adopted by the individual retailers. Value for money and satisfaction on previous consumption are relevant for purchasing decisions regardless of the retailer's strategy and the age of consumers. A third factor, price, is important for the whole sample. Focusing on the specific age clusters, the younger respondents seem to be attentive to factors such as healthy and in-store promotion, while the more experienced consumer are attentive to the origin and traceability of products.Originality/valueAn analysis of the main literature on Private Labels showed that the results of research about the role of consumer age in PLB choices are contrasting. This study aims at integrating the literature, measuring how the factors influencing the purchase of PLB products vary for different age groups of consumers.

High-Low Promotion Policies for Peak-End Demand Models

In-store promotions are a highly effective marketing tool that can have a significant impact on revenue. In this research, we study the question of dynamic promotion planning in the face of Bounded-Memory Peak-End demand models. In order to determine promotion strategies, we establish that a High-Low pricing policy is optimal under diagonal dominance conditions (so that the current period price dominates both past period price effects and competitive product price effects on the demand), as well as conditions on the price dispersion. We show that finding the optimal High-Low dynamic promotion policy is NP-hard in the strong sense. Nevertheless, for the special case of promotion planning for a single item, we propose a compact Dynamic Programming (DP) approach that can find the optimal promotion plan that follows a High-Low policy in polynomial time. When the diagonal dominance conditions do not hold, and, hence, a High-Low policy is not necessarily optimal, we show that the optimal High-Low policy that is found by our proposed DP can find a provably near-optimal solution. Using the proposed DP as a subroutine, for the case of multiple items, we propose a Polynomial-Time-Approximation Scheme (PTAS) that can find a solution that can capture at least [Formula: see text] of the optimal revenue and runs in time that is exponential only in [Formula: see text]. Finally, we test our approach on data from large retailers and demonstrate an average of [Formula: see text] increase in revenue relative to the retailer’s current practices. This paper was accepted by Chung Piaw Teo, optimization. Funding: Financial support from the Oracle Corporation [External Research Office grant] and the National Science Foundation [Grant CMMI-1162034] is gratefully acknowledged.

Longitudinal study of the effects of price and promotion incentives on purchases of unhealthy foods: evidence for restricting food promotions

ObjectivesTaxes and restrictions on promotions have recently been proposed as policy instruments to reduce consumption of unhealthy foods. The objective of this study is to add to the limited evidence...

State Preemption of Consumer Merchandise and Beverage Containers: New Strategy to Preempt Sugar-Sweetened Beverage Policies?

State legislators passed laws preempting, or prohibiting, local governments from regulating beverage containers. Although the primary purpose of these laws may be to ban local environmental regulations addressing single-use plastics, it is unknown the extent they also preempt public health policies aimed at reducing sugar-sweetened beverage consumption. In 2021, using LexisNexis, we assessed state legislation preempting local control over consumer merchandise and containers. We identified 8 laws (and 16 failed bills) with broad language preempting local regulation of the sale, use, or marketing of multiple container types, including beverage containers. Most legislative activity occurred during 2016-2021, with legislative intent to avoid a "patchwork" of local laws, avoid burdening retailers, and have a "refreshing drink." Local policy control was characterized as "personal choice." Broad preemption language may stifle local policy making aimed at reducing sugar-sweetened beverage consumption and preempt public health policies such as restricting portion size, in-store promotion and display, and labeling measures.

Cigarette Promotions in U.S. Pharmacies.

The sale of tobacco products within American pharmacies has generated controversy for several decades, leading two U.S. states and 45 municipalities to adopt tobacco-free pharmacy policies. While previous research has reported cheaper cigarette prices in pharmacies, compared to other retailers, little is known about cigarette promotions in pharmacies, which are associated with increased youth smoking and unplanned cigarette purchases among adults. Between May and August 2015, trained data collectors conducted store audits at 2128 tobacco retailers located within 97 U.S. counties in 40 states. Observations were made for three types of cigarette promotions: special price (e.g., $0.30 off/pack), multi-pack promotions (e.g., buy one pack, get one free), and cross-product promotions (e.g., buy a pack of cigarettes and a get free can of snus). We calculated weighted estimates of the proportion of pharmacies and other retailer types with cigarette promotions and used weighted multivariable logistic regression to compare cigarette promotions by tobacco retailer type, accounting for clustering at the county level and controlling for county-level demographic characteristics. Cigarette promotions were observed in 94.0% of pharmacies, more than any other retailer type (e.g., convenience stores: 82.0%, tobacco stores: 77.0%). All retailer types had lower odds of promotions for Marlboro, Newport, Camel, menthol, or any interior cigarette promotion, compared to pharmacies. Nearly all pharmacies offered in-store cigarette promotions and pharmacies had greater odds of offering cigarette promotions than all other retailer types. Whether voluntarily or legislatively, tobacco-free pharmacies would eliminate a prevalent retail source of cigarette promotions. This is the first known national study to examine prevalence of cigarette promotions in U.S. pharmacies compared to other retailer types. Nearly all pharmacies offered in-store cigarette promotions and pharmacies had greater odds of offering cigarette promotions than all other retailer types. These findings underscore the inherent contradiction of pharmacies serving both as an important component of the health care system, but also as purveyors and promotors of addictive and lethal tobacco products. Whether voluntarily or legislatively, tobacco-free pharmacy policies would eliminate a prevalent retail source of cigarette promotions.

Longitudinal analysis versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behavior – Do the store ambience and salesperson interactions really matter?

Numerous studies in the marketing literature focused on consumer behavior in general, but relatively few studies have examined Impulse purchase behavior (IPB). Although few studies examined IPB, the vast majority of the studies were conducted using the cross-sectional design. These studies suffer from certain limitations like random measurement error, common method bias, causality & validity-related issues that are inherently associated with the cross-sectional design. Despite these limitations, very few studies have examined the IPB using the longitudinal design. Multilevel structural equation modeling (ML-SEM) is conducted in the study to analyze the longitudinal data for examining the changes in the causal effects of the factors influencing the shoppers' IPB over a period of time. Additionally, structural equation modeling (SEM) is conducted to examine changes in the causal effects of the factors influencing IPB at each time point of data collection. Drawing upon the stern's model and stimulus-organism-response model, the study examines the causal effects of the factors influencing the IPB. The results of ML-SEM indicate significant fluctuations in the factors influencing IPB over time. Similarly, the results of SEM indicates that few factors (like store ambience and salesperson interactions) have shown a significant influence on IPB in the initial time points (i.e., during the initial store visits of shoppers), but became insignificant over a period of time in their subsequent store visits. The findings suggest that the store crowd, secondary customers influence, and in-store promotions show a significant influence on the IPB, compared to the store ambience and salesperson interactions.

Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms

Social networks are a driving force of digital transformation and offer firms the opportunity to market products and services to both international consumers and providers, establish durable relationships with them, and improve their own competitiveness. The study analyzes the role played by the use of Facebook for online advertising, building interaction and brand communities, implementing social CRM activities, and conducting market research, as well as a sales channel alternative to physical presence, in firms’ international export performance, both in terms of managers’ perceptions and Facebook buy button conversion rate. A survey-based empirical analysis of 105 fashion firms operating worldwide was conducted. The results of multiple regression analyses show that building conversations and brand communities positively affects international export performance, while advertising via Facebook yields mixed results. By comparing firms that have a physical presence with those that do not, the former turned out to benefit from especially in-store advertising and promotions to enhance their Facebook buy button conversion rate; while the latter can improve their performance mainly by adopting outdoor and transit advertising and digital marketing. The research contributes to the existing body of knowledge on social media marketing and international business and, by adopting a firm-level perspective, provides interesting insights for practitioners since it allows to understand how to develop an effective Facebook strategy to succeed in foreign markets.

The \u2018Eat Well @ IGA\u2019 healthy supermarket randomised controlled trial: process evaluation

BackgroundSuccessful implementation and long-term maintenance of healthy supermarkets initiatives are crucial to achieving potential population health benefits. Understanding barriers and enablers of implementation of real-world trials will enhance wide-scale implementation. This process evaluation of a healthy supermarket intervention sought to describe (i) customer, retailer and stakeholder perspectives on the intervention; (ii) intervention implementation; and (iii) implementation barriers and enablers.MethodsEat Well @ IGA was a 12-month randomised controlled trial conducted in 11 Independent Grocers of Australia (IGA) chain supermarkets in regional Victoria, Australia (5 intervention and 6 wait-listed control stores). Intervention components included trolley and basket signage, local area and in-store promotion, and shelf tags highlighting the healthiest packaged foods. A sequential mixed-methods process evaluation was undertaken. Customer exit surveys investigated demographics, and intervention recall and perceptions. Logistic mixed-models estimated associations between customer responses and demographics, with store as random effect. Supermarket staff surveys investigated staff demographics, interactions with customers, and intervention component feedback. Semi-structured stakeholder interviews with local government, retail and academic partners explored intervention perceptions, and factors which enabled or inhibited implementation, maintenance and scalability. Interviews were inductively coded to identify key themes.ResultsOf 500 customers surveyed, 33%[95%CI:23,44] recalled the Eat Well @ IGA brand and 97%[95%CI:93,99] agreed that IGA should continue its efforts to encourage healthy eating. The 82 staff surveyed demonstrated very favourable intervention perceptions. Themes from 19 interviews included that business models favour sales of unhealthy foods, and that stakeholder collaboration was crucial to intervention design and implementation. Staff surveys and interviews highlighted the need to minimise staff time for project maintenance and to regularly refresh intervention materials to increase and maintain salience among customers.ConclusionsThis process evaluation found that interventions to promote healthy diets in supermarkets can be perceived as beneficial by retailers, customers, and government partners provided that barriers including staff time and intervention salience are addressed. Collaborative partnerships in intervention design and implementation, including retailers, governments, and academics, show potential for encouraging long-term sustainability of interventions.Trial registrationISRCTN, ISRCTN37395231 Registered 4 May 2017.

To Study the Impulse Buying Behavior among Customers of Branded Shoes as an Effect of In-store Promotions with Reference to Gender in Tier Two Towns of Maharashtra

The marketing concept of business behavior focuses on consumers, their preferences, wishes, needs and expectations that need to be met and exceeded so that the company can achieve business success quantified by the levels of revenue, profit, market share and loyal customer basis. This paper aims to elucidate the phenomenon of impulsive behavior by pointing to determining factors and by clarifying the essence of urge-driven behavior, in order to enable companies to predict impulsive buyers’ behavior to a certain extent, and adjust and define their marketing strategies. The study shows in-store promotions give rise to impulse buying behavior strongly among consumers of Pune, Nagpur, Nasik and Aurangabad.A self-administered survey was used to elicit information from 1050 purposively selected respondents living in various parts of Pune, Nasik, Nagpur and Aurangabad. Data have been analyzed by using Statistical Package for Social Science (SPSS)results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of respondents of these four non-metro cities. Also, in-store factors except money availability have significant impact on impulse buying behavior.

IMPULSE BUYING BEHAVIOUR AT THE RETAIL CHECKOUT: AN INVESTIGATION OF SELECT ANTECEDENTS

The remarkable growth of the Indian retail landscape over the last decade is reflected in the proliferation of supermarkets, departmental stores and hypermarkets in India. Evolving consumption patterns, raising living standards has sparked a huge demand in the food and grocery retailing. Impulse buying is a time-tested tactic by which retailers grab customer’s attention and boost average purchase value. Prior research has deliberated extensively on impulse buying in the store and its determinants. However, little effort has been made to examine the impulse buying behaviour, particularly at the retail checkout. To bridge this gap, we conducted an empirical study in the leading food and grocery modern retail stores in selected Tier I and Tier II cities in the state of Karnataka, India. The data was collected from 385 respondents using a structured questionnaire. The responses were analysed using confirmatory factor analysis and multiple regression. Our study shows that impulse buying at the store checkout area is minimal and sporadic for most of the product categories at the checkout. Impulse buying at the checkout is instigated by factors such as store environment, credit card availability, momentary mood, in-store promotion, offers and discounts and large merchandise. The study has important implications for retail stores by emphasising on the choice of merchandise offered for sale at the checkout area. Further, the investigation reveals that Indian shoppers are health-conscious and cautious about their purchase at the checkout rather than being impulsive.

Factors influencing the consumer buying behaviour in the competitive era: an empirical study of consumer durable in Vietnam

The main purpose of this study is to determine the relationship between the variables influencing the consumer buying behaviour. This study is descriptive in which survey method has been used to collect the data. Survey approach is suitable in an empirical research which is based on cross-sectional data. The sample size of 588 customers has been taken in the study to derive conclusions. The response rate was 68%. The data analysis has been done with the help of exploratory factor analysis and multiple regressions. The study finds that the constructs representing antecedents of consumer buying behaviour such as country of origin, cultural and environmental factors, in-store promotion and handling and personal factors have a significant impact on consumer buying behaviour. The consumer buying behaviour, as a dependent variable is significantly influenced by the above mentioned four independent variables. The four independent variables explain around 82% of the consumer buying behaviour.

Predictors of fast-fashion-oriented impulse buying: The case of Vietnamese millennials

During the last few years, global fast fashion retailers have been penetrating Asian emerging markets and Vietnam is not an exception. This study explores both external and internal factors, contributing to the fashion-oriented impulse buying of Vietnamese millennials and then investigates the impact of these determinants on fashion-oriented impulse purchase. Both qualitative and quantitative approaches were conducted in the empirical study. It is found that emotion and hedonic value along with fashion involvement, sensory cues and in-store promotion respectively influence fast-fashion oriented impulse purchase. These findings help fast fashion retailers understand the impulse buying behavior of young Vietnamese consumers so that they can effectively elaborate retailing-mix strategy to boost the sales and thus sustainably grow the business.