Point Of Purchase Research Articles

Inorganic Fillers and Their Effects on the Properties of Flax/PLA Composites after UV Degradation.

The present investigation seeks to assess the impact of fillers on the mechanical characteristics of entirely biodegradable composites, introducing an advanced solution to fulfil long-term durability demands within point-of-purchase (POP) industries. The inclusion of calcium carbonate (CaCO3) fillers on the various properties of the flax fibre-reinforced composites, after accelerated irradiation in an ultraviolet (UV) radiation exposure has been investigated in the present study. Different types of flax fibre-reinforced poly lactic acid (PLA) biocomposites (with and without filler) were fabricated. The mechanical (tensile and flexural), and physical properties of the specimens were assessed after 500 h of exposure to accelerated UV irradiation of 0.48 W/m2 at 50 °C and were compared with those of the unexposed specimens. The results indicate that the presence of the inorganic filler significantly improved the performance of the biocomposites compared to the unfilled biocomposites after UV exposure. After adding 20% of fillers, the tensile strength was increased by 2% after UV degradation, whereas the biocomposite without filler lost 18% of its strength after UV exposure. This can be attributed to the change in the photo-degradation of the PLA due to the presence of the CaCO3 filler, which acts as a safeguard against UV light penetration by creating a protective barrier. The scanning electron microscopy (SEM) images of the degraded specimen surface show substantial difference in the surface topography of the composites with and without fillers.

EXPLORING DYNAMIC EFFECT OF SALES PROMOTION ON CONSUMERS: A REVIEW

The recent trend in marketing is customers focused which is intended to fulfill diversified needs, wants and satisfying them. The consumer during purchase evaluates various marketing factors which add value to product either by saving money or providing added benefits. Retailers in this digital era adopt promotional strategies (sales promotion) on routine bases, to persuade and stimulate consumers to buy. Since decades large number of studies has been performed by various authors describing significance of sales promotion. This study elaborates the research conducted in recent years in context with sales promotion techniques and its effectiveness among consumers by reviewing 22 research papers.Sales promotion techniques includes coupons, rebates, price packs, premiums, frequency programs, prizes (contests, sweepstakes, games), patronage awards, free trials, product warranties, point-of-purchase (P-O-P) displays and demonstrations etc, which produce quick results as it boosts sales quickly and make customer loyal in long run. It was evident from past researches review that sales promotion had positive and significant influence on consumers towards purchasing similar or differential products of varying quantities from diversified segments of market. Thus, marketer by selecting combination of sales promotion techniques can exaggerating sales and generate profit.

What are the ‘shape friendly’ locations to sell misshapen tomatoes? The effect of point of purchase on consumers’ abnormality perception and probability to buy

The present study endorses the point of purchase (POP) as a ‘decision point’for the distribution of misshapen fruits and vegetables (FVs) and a contributor to reducing food waste. We have explored the influence of POP type on consumer perceptions of tomato shape abnormality and its purchase probability, and the moderating role of the actual tomato shape abnormality level. Two online surveys questioned a total of 1021 Romanian and British consumers. The results show that consumers perceive misshapen tomatoes as ‘least misshapen’ and ‘most likely to be bought’ in fresh markets (Romania) or the organic stand of the supermarkets (UK). This study provides managerial recommendations on the selection of point of sale for misshapen fresh FVs with the aim of addressing the problem of food waste.

Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions

(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18–31 years old participants. (4) Results: “Price” was the most influential factor when purchasing a snack (66.2%), although “salt and macronutrient content” had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider “low fat” (x2(1,N=130) = 5.02, p = 0.025) and chose “green” as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers’ opinion of a product as healthy when it is not.

구매시점을 고려한 금연경고 담배 패키지디자인 개선방안 탐색

The purpose of this study is to analyze the psychological stimuli and effects of the intuitive design of cigarette pack warning pictures used as part of the anti-smoking policy and to present complementary points and improvements to the existing design.Based on previous studies, the limitations of the current package warning picture were found to be insignificant as the warning picture activates the consumer's defense mechanism, causing negative reactions in some cases.Therefore, this study provides a design proposal for a package through a way to convey the harmfulness of smoking while minimizing consumers' psychological resistance and rejection, while also naturally accepting the need to promote tobacco brands and quit smoking in point of purchase. Currently, the warning picture and point of purchase (POP) of cigarette packages induce conflicting effects, so I would like to propose this in a more complementary direction.

Coping emotional discomfort at retail checkout: Potential distractions and implications

Retail customers often wait to complete their purchases during the checkout process. Prior research suggests that long checkout lines and service delays negatively affect customers’ evaluation of store services. The present study investigates the potential customer and in-store distractions and their implication for emotional discomfort due to crowding stress. This study employed a cross-sectional research design and surveyed 385 respondents visiting the target retail outlets in Bengaluru, India. Correlation analysis explored the relationship between self-distraction, in-store distractions, and emotional discomfort. The study found that self-distraction negatively correlates with discomfort while in the queue (r = –0.119) and discomfort during the billing (r = –0.119). In contrast, in-store distractions (r = –0.161) and video displays near the checkout area (r = 0.116) effectively reduce emotional discomfort while in the queue. Additionally, point-of-purchase (POP) display (r = –0.265) and availability of refreshments near the billing counter (r = –0.175) are effective in reducing emotional discomfort during the billing. This study thus offers viable and affordable methods of improving the customer’s waiting experience while contributing to store profits.

Retailers Behavior towards Salience of Mature Product Brands – An Empirical Study on a Major Cola Brand in a Developing Economy

The effectiveness of displays is proven beyond doubt in impulse buying, however, the quantification of the effect has some differences of opinion. Role of retailers to enhance the salience of brands is a major influence in purchase decisions of mature product categories. Many researchers have emphasized the importance of POP (Point of Purchase) displays to stretch the salience high especially in low involvement products like soft drinks. Cola giants like Pepsi and Coca Cola have long been drawn in the war of displays in nearby local mom and pop stores called kirana shops in India. Many of these companies give POP materials free of cost to retailers and try to have shops selling only their products exclusively. However, a large number of shops still sell competing brands of colas. Cola companies have also given many visi - coolers (the transparent refrigerators in which the inside contents are visible to the consumers from a distance) to the shop keepers, free of cost. It’s expected that it will increase the sales of their brand and the shopkeeper is expected to keep only the company’s product for cooling/display and not that of competitors. This study is aimed at finding the behavior of retailers toward providing salience of a major cola brand through the display of its brands by visi coolers.

Ergonomics and anthropometry analysis from the Point-of-Purchase (POP) element in achievement of customer satisfaction in the retail space

Impulsive buying means consumer tendency to buy items off one’s product list. This conditions created by shop in order to influence customer behaviour, so the purpose of the research was to know the influence of interior display on impulsive buying behaviour. According to the marketer’s goals, impulse buying has positive effects on company income. The research aimed to measure the effectiveness of implementation of POP display strategy in retail spaces. It needs a set of works to achieve the best design, ergonomic is one of the qualifications to achieve qualified, certified design, and customer need. How far the extent of design fulfils the functional techniques, aesthetics quality, and economic, it needs evaluation by using some basic qualifications. Ergonomic is needed for post evaluation product examination. Beside functionality, good design should give safety, health, security and enjoyment for human when they use and operate the product of the design. The results of the research are in terms of POP elements which can be a solution for retail industry in their efforts to gain benefit and retain customers.

The Value of Front-of-Package and Point-of-Purchase Summaries in the Cold Cereal Industry

ABSTRACT This study explores the relationship between perceived quality as indicated by the front of package (FOP) and point of purchase (POP) summaries, objective quality, price, and value among 270 cold cereals. Findings reveal organic and whole-grain summaries are associated with higher objective quality; however, organic cereals offer lower value as these cereals are overpriced. Wholegrain-certified cereals are priced more affordably and offer better value. Cereals marked as “heart-healthy” at the point of purchase have better objective quality and lower price and better value. Cereals with POP and FOP gluten-free claims are associated with lower value; low objective quality and a higher price. Cereals with the gluten-free certification were found to offer the lowest value among all summary categroies. Kids’ cereals were of lower objective quality, the same price, and lower value, compared to other targets. Implications for consumer, cereal manufacturers and public policy are discussed.

Does labelling of healthy foods on menus using symbols promote better choices at the point-of-purchase?

Take-away foods account for a significant proportion of dietary intake among young adults (18-35 years). Young adults want nutrition information at the point-of-purchase (POP); however, it is either unavailable, perceived as ineffective or difficult to use. The present study examined whether symbols on university food outlet menus identifying healthier options would increase their sales and consumer's awareness of these symbols, purchasing factors and barriers to eating healthy foods. Repeated-measures, comparison group, quasi-experimental study. Two carefully matched university food outlets were analysed to determine the targeted items. Tick symbols ✓ were placed next to the targeted items in the experimental outlet. No changes were made at the comparison outlet. Customers were surveyed at the experimental outlet. Food sales were collected for 4 weeks from both outlets at baseline and during the intervention. Food sales were also collected from the experimental outlet 10 weeks later. Food outlet patrons. Significant increases in food sales were observed during observation 3 compared with observation 1 (P = 0·0004) and observation 2 (P = 0·0002). Sixty-eight per cent of respondents noticed the symbols, and of that, 30 % reported being influenced. Taste was the most common purchasing factor, and people were less likely to select taste as a factor if they were influenced by the symbols (P = 0·04). Identifying healthier options with a symbol at the POP increased sales over time. Several purchasing factors (price, taste and healthy food availability) need to be addressed to improve the food selection of young adults.

Impact of celebrity endorser as in-store stimuli on impulse buying

ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.

The Influence of Health Messages in Nudging Consumption of Whole Grain Pasta.

Health messages may be an important predictor in the selection of healthier food choices among young adults. The primary objective of our study is to test the impact of labeling whole grain pasta with a health message descriptor displayed at the point-of-purchase (POP) on consumer choice in a campus dining setting. The study was conducted in a large US college dining venue during lunch service; data were collected during a nine-week period, for a total of 18 days of observation. Each day, an information treatment (i.e., no-message condition; vitamin message; fiber message) was alternated assigned to whole grain penne. Over the study period, the selection of four pasta options (white penne, whole grain penne, spinach fettuccine, and tortellini) were recorded and compiled for analysis. Logistic regression and pairwise comparison analyses were performed to estimate the impact of health messages on diners’ decisions to choose whole grain penne among the four pasta types. Our results indicate that only the message about vitamin benefits had a significant effect on this choice, with a 7.4% higher probability of selecting this pasta than the no-message condition and 6.0% higher than the fiber message condition. These findings suggest that psychological health claims (e.g., reduction of fatigue) of whole grains seem more attractive than physiological health claims (e.g., maintaining a healthy weight) for university students. In line with the 2015–2020 Dietary Guidelines for Americans, our results suggest that small changes made at the POP have the potential to contribute to significant improvements in diet (e.g., achieving recommended levels of dietary fiber). These findings have important implications for food service practitioners in delivering information with the greatest impact on healthy food choices.

P2 - Boosting Farmer Sales Through Point of Purchase Home Food Preservation Education

Objective: The Point of Purchase (POP) Home Food Preservation Education project sought to increase sales and farm profitability by increasing consumer literacy and influencing POP consumer behaviors to preserve (e.g. freeze, can, dry) produce to increase local food access. Target Audience: Consumers at farmers' markets, Pick Your Own farms and Community Supported Agriculture (CSA) shareholders. Theory, Prior Research, Rationale: An electronic retrospective behavior survey was administered to participating consumers to assess their pre and post behaviors related to volume purchased and food preservation methods used as a result of “nudge” marketing and POP education. Description: Through trained Master Food Preserver volunteers and staff, the University of Maine Cooperative Extension partnered with two Pick Your Own farms, two CSA farms and three farmers' markets to offer “nudge” marketing and food preservation educational displays as an intervention to influence consumers' (n = 1,000) behaviors to: purchase more fresh fruits and vegetables to preserve, use the latest methods of food preservation to reduce foodborne illness risk, and increase farm profitability and sustainability. Evaluation: Analysis of the retrospective behavior survey indicated that 45% of consumers purchased more produce (strawberries, tomatoes, greens, green beans and apples) to preserve than they had in past growing seasons. Consumers identified freezing foods to prevent food waste as the biggest change in their food preservation behavior. Consumers also indicated greater adherence to USDA food preservation recommendations for acidification and proper processing. Conclusions and Implications: Economic sustainability of farms is a daily issue faced by farmers. Profitable farms are sustainable farms. Consumers and their purchasing power hold the key to directly impact the profit base for farmers. Our research documents positive shifts in consumer behaviors as a result of our POP intervention that ultimately impacts farm sustainability and profitability in Maine and Maine's local food system. Funding: Maine Food and Ag Center.

할인점 PB패션제품의 제품유형, POP 메시지 프레이밍, 인지종결욕구가 소비자의 호의도에 미치는 영향

This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) <TEX>${\times}2$</TEX>(cognitive need for closure: high vs. low) <TEX>${\times}2$</TEX>(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.

Mitigating irrational reputational damage to marine products from radiation contamination

Many negative influences from the Great East Japan Earthquake of 2011, the subsequent tsunami, and Fukushima disaster, persist in the devastated areas, including reputational damage to the Japanese fishers. The Sanriku brand of wakame seaweed has experienced irrational reputational damage even though almost all of their products have tested negative for radioactivity. To recover from such damage, we tested the effectiveness of countermeasure promotions by measuring the effects of displayed elements on packaging and at a point of purchase (POP) display. Direct counter-promotion, such as mentioning radioactivity levels in seafood, can potentially cause adverse effects by reminding consumers of the radioactive contamination. Accordingly, we analyzed the direct effects of information about radioactive safety and the indirect effects of the information using images of a girl, aquaculture farmers, and a cook and labels of safety and security, inspection, and recovery from the earthquake disaster to identify which elements effectively mitigate irrational reputational damage. We employed conjoint analysis through a web survey. The results indicate that images and labels increase consumer utility without adverse effects. Furthermore, the labels of safety and security and inspection substitute the direct effect of publicizing the radioactivity test results.

Factors affecting fashion consumers’ purchase decisions in nonprofit thrift stores

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers` buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., 50% Off Sale, New Arrivals, Helping Others) on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message Helping Others negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores` managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

Health Representations, Perceived Valence, and Concept Associations for Symbols as Food Cues: A Mixed-Methods Approach

ABSTRACTResearchers have experimented with a range of point-of-purchase (PoP) interventions in supermarkets, restaurants, and cafeterias. In general, these interventions have employed written materials. This research tested symbols to visually summarize information about the (un)healthiness of food. Study one explored health representations and valence associated with the image of a heart, a bathroom scale, and a running shoe using qualitative field interviews (N = 1200). Study two explored accessibility of a priori concept associations for two of those images, stratified by valence, in a computerized response latency task (N = 40). Study one indicted that the heart was best linked to its intended theme “heart health.” Concerning valence, the heart was seen as both positive and negative whereas the scale was less likely to be viewed as positive relative to the running shoe. In study two, the heart was linked to five of the six a priori concepts and there was evidence that three of these were more accessible. Overall, the heart was better linked to positive poles than negative ones. A heart symbol may be useful to prompt heart healthy choices at the PoP. There was evidence that a scale may bias choice away from undesirable foods.

Desain Kemasan Sebagai Strategi Branding Produk Cokelat Bali

Efforts to make Balinese chocolate products of IKM sector as souvenirs for tourists require branding strategy to improve the image of the product in the minds of the target audience. Branding strategies conducted through designing of logo as a brand identity, packaging design as a media product appeal and POP (Point of Purchase) as a means of product promotion. The creative concept refers to the main idea of "Balinese Chocolate", by processing one of the potentials local Balinese culture in the form of Prada textiles and woven fabrics Pegeringsingan, which is applied to the packaging as a visual element to construct the attractiveness of Balinese chocolates.  Keywords: Branding, Strategies, Balinese, Chocolate, Textile

Mapping Point-of-Purchase Influencers of Food Choice in Australian Remote Indigenous Communities

Closing the health gap between Indigenous and non-Indigenous Australians relies, in part, on addressing the poor levels of nutrition in remote Indigenous communities (RIC). This article identifies and maps key influencers of food choice at the point-of-purchase (POP) in Australian RIC and identifies gaps in our knowledge. It is based on a narrative review of the literature pertaining to food in RIC from a range of disciplinary perspectives including nutrition, ethnography, public health, anthropology, and remote health to map POP drivers of food choice. In particular, the role of habit is identified as a key factor that has previously not been discussed in the literature. The conceptual framework can be used as a basis for future POP research in RIC and provides guidance for social marketers, public health, nutrition, and policy workers operating in this field.

The effects of location-based-services on consumer purchase intention at point of purchase

Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers. Findings – Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes. Research limitations/implications – Future research could consider more widespread product categories and try to measure actual behaviour. There is also potential to investigate mobile relationship marketing. Practical implications – Through permission, consumers can control the flow of messages and customise the messages they receive. While consumers benefit greatly, managers also gain opportunities through facilitating co-creative functions. These efforts will be in vain, however, if the consumer perceives the messages to be intrusive. Originality/value – While there is much research that looks at the impact of interactive advertising features on attitudes and behaviour, research has yet to consider these factors in an MLBA context. In addition, it has not considered how providing such messages at POP can influence these relationships.