The effectiveness of offering food samples to increase purchase in supermarket settings (CROSBI ID 638273)
Prilog sa skupa u časopisu | izvorni znanstveni rad | domaća recenzija
Podaci o odgovornosti
Dunković, Dario
engleski
The effectiveness of offering food samples to increase purchase in supermarket settings
This study contributes to researching and strengthening the role of the concept of purchase decision involvement in the management decision processes. The results of the study provide information on how to boost sales innovation in supermarkets and which product categories to choose in order to encourage shopper involvement and improve customer loyalty. Products included in the survey are items usually found in the shopping basket of today’s consumers that have been assessed as important items of store promotions in several national retail markets in Europe. It is important to discuss how to accommodate the costs arising from new operations and how this would reflect on other operations and merchandise categories. The study examines consumer attitudes in the context of the Southeast European market. The paper suggests that offering food samples moderately affects the level of consumer purchase involvement. The results for all three categories of food included in the empirical study show that providing grocery store shoppers with an opportunity to taste food while they are shopping is an effective way to change their attitudes. The proposed hypotheses were confirmed.
consumer purchase involvement ; food samples ; store ; retail management
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Podaci o prilogu
74-80.
2016.
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objavljeno
Podaci o matičnoj publikaciji
The business & management review
Datta, P. R.
London : Delhi: The Academy of Business & Retail Management
2047-2854
Podaci o skupu
ABRM 4th International Academic Conference, Paris, France
predavanje
15.08.2016-16.08.2016
Pariz, Francuska