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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

Ružica, Brečič ; Dubravka Sinčić Ćorić ; Andrea Lučić ; Matthew Gorton ; Jelena Filipović Promoting Sales of Local Foods in Grocery Retail Chains: Evidence From a Field Experiment // 47th European Marketing Academy Conference PEOPLE MAKE MARKETING. Glasgow: UNIVERSITY OF STRATHCLYDE, GLASGOW, UK, 2018. str. 1-7

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

Povezanost rada

Ekonomija