engleski

Relationship between in-store marketing and consumer behaviour in telecommunications industry and FMCG retailing

Although the importance of digital channels is emphasized, in-store marketing tools serve as the final step before purchase. Hrvatski Telekom (HT), a market leader in the telecommunications industry and Drogerie markt (dm), a market leader in the FMCG retail industry in Croatia invest a lot into in-store marketing. The purpose of this study was to provide an insight of relationship between in- store marketing and consumer behavior with objectives to explore and underline the importance of in-store marketing in digital world and it’s possible influence on consumer buying behavior. A primary research with a study was carried out in Croatia during 2018 on the basis of 200 HT and 300 dm customers. The qualitative research result confirm that in- store materials have a strong influence on customer’s perception and behavior. Research findings show that more customers are prone to rather engage with multimedia contents than print. Although it was not proven that higher percentage of sales was made by customers who asked for more info about the offer they engaged with, multimedia contents contribute in creation of additional revenues. It is proven that customers’ satisfaction with in-store promoters creates a stronger desire for purchasing and that the level of engagement is higher for customers whose reason of visit is positive, which represents additional contribution of the study

In-store Marketing ; POS Material ; Telecommunications, FMCG Retailing ; Consumer Behavior

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