| Posted in Media Store | Posted on
To identify which in-store media are the most effective in terms of influencing consumers' purchase decision making.
Design/methodology/approach - Highlights how consumers are exposed to significant amounts of visual stimuli in supermarkets; suggests that direct measurement of the field of visions is the only way of providing the most accurate method of assessing consumers' behaviour, motivations and perceptions at the point of purchase. Refers to the literature looking at consumer in store behaviour; undertakes to measure both the long tail and 'the big head' in an in-store media environment; suggests that the long tail analogy is suitable for the shopping environment as a small number of products results in a very large proportion of the sales. Describes how shoppers were provided with a TNS EyeCAm through a normal, unsupervised shopping trip in order to determine the effectiveness of a variety of media.
Findings - Reports how the average trip in the store was 12 minutes; provides a table documenting the seconds that consumers were exposed to advertising per week based on what shoppers actually saw.
Research limitations/implications - None stated.
Originality/value - Contributes to the research on in store consumer behaviour.
Keywords: ADVERTISING EFFECTIVENESS, ADVERTISING MEDIA, CONSUMER BEHAVIOUR, SHOPPING, SUPERMARKETS
Design/methodology/approach - Highlights how consumers are exposed to significant amounts of visual stimuli in supermarkets; suggests that direct measurement of the field of visions is the only way of providing the most accurate method of assessing consumers' behaviour, motivations and perceptions at the point of purchase. Refers to the literature looking at consumer in store behaviour; undertakes to measure both the long tail and 'the big head' in an in-store media environment; suggests that the long tail analogy is suitable for the shopping environment as a small number of products results in a very large proportion of the sales. Describes how shoppers were provided with a TNS EyeCAm through a normal, unsupervised shopping trip in order to determine the effectiveness of a variety of media.
Findings - Reports how the average trip in the store was 12 minutes; provides a table documenting the seconds that consumers were exposed to advertising per week based on what shoppers actually saw.
Research limitations/implications - None stated.
Originality/value - Contributes to the research on in store consumer behaviour.
Keywords: ADVERTISING EFFECTIVENESS, ADVERTISING MEDIA, CONSUMER BEHAVIOUR, SHOPPING, SUPERMARKETS
