Naslov
Promoting Sales of Local Foods in Grocery Retail Chains: Evidence From a Field Experiment

Autori
Ružica, Brečič ; Dubravka Sinčić Ćorić ; Andrea Lučić ; Matthew Gorton ; Jelena Filipović

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
47th European Marketing Academy Conference PEOPLE MAKE MARKETING / - Glasgow : UNIVERSITY OF STRATHCLYDE, GLASGOW, UK, 2018, 1-7

Skup
47th European Marketing Academy Conference

Mjesto i datum
Glasgow, Ujedinjeno Kraljevstvo, 29.05.2018. - 01.06.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Local foods, material framing, field experiment

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA