Promoting Sales of Local Foods in Grocery Retail Chains: Evidence From a Field Experiment (CROSBI ID 683901)
Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija
Podaci o odgovornosti
Ružica, Brečič ; Dubravka Sinčić Ćorić ; Andrea Lučić ; Matthew Gorton ; Jelena Filipović
engleski
Promoting Sales of Local Foods in Grocery Retail Chains: Evidence From a Field Experiment
We undertake a field experiment in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer (Konzum), to better understand consumer purchase behaviour toward local food and the ability of textual and pictorial based Point of Sale (PoS) materials to affect behaviour. The experiment involves two treatment groups of stores: pictorial and textual PoS materials, and a control group (no treatment). This is complemented by an analysis of loyalty card transactions involving the purchase of local apples and cherries and their imported equivalents (products included in the field experiment). The likelihood of purchasing the local version is significantly higher when shoppers are exposed to either the textual or pictorial based PoS materials compared against the control group of stores. Sales of the more expensive local version are biased toward consumers in the healthy market segment and negatively related to the just affordable (low income) segment.
Local foods, material framing, field experiment
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Podaci o prilogu
1-7.
2018.
objavljeno
Podaci o matičnoj publikaciji
47th European Marketing Academy Conference PEOPLE MAKE MARKETING
Glasgow: UNIVERSITY OF STRATHCLYDE, GLASGOW, UK
Podaci o skupu
47th European Marketing Academy Conference
predavanje
29.05.2018-01.06.2018
Glasgow, Ujedinjeno Kraljevstvo