The purpose of this study is using McDonald?s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of Store atmospherics under different cultural background, and find out possible reasons. The study used McDonald?s in a case format to study in-Store atmospheres. Further, the research has an investigating and explanatory qualitative approach, collecting the empirical data through observation with photos.

This research examines the effects of creative Store window displays of fashion brands in enhancing recall, attitudes, intentions and brand associations. A comparison has been made between high-end and low-end brands, creative versus non creative Store window displays to identify differences in effects. The theory applied in this study has been used from creative advertising effects due to the lack of relevant research in Store window display effects. Therefore this study is a contribution to the research of Store window effects. The method used in this study compare fashion high-end brand with fashion low-end brand by placing the products in the Store window display where the creativity has been manipulated.

Syftet med den här uppsatsen är att se hur vida digitala skärmar är ett effektivt promotionverktyg, och hur konsumenternas beteende är relaterade till denna typ av in-Store promotion. Genom en explorativ studie som genomfördes på Ica Maxi Karlstad undersöktes detta fenomen med hjälp av ögonspårning och enkäter. Med denna metod kunde författarna jämföra faktorer som rör köpvanor med hur stor uppmärksamhet som riktas mot in-Store elementen i en matbutik. Viktiga slutsatser pekar på att de digitala skärmar som undersökts inte bidrar med tillräckligt relevant information för att uppmärksammas av konsumenter. Resultatet visar också att digitala skärmar är något som uppmärksammas i liten skala av uppgiftsorienterade personer.

Thesis purpose: The aim of this paper is to extend the knowledge of what influences the purchase decision of functional food in the Store. By applying the M-R model in a new setting - the dairy department in grocery retailing in Sweden - and adding variables related to health attitudes, the aim is to contribute to existing research concerning in-Store purchase decision making and Store environment as well as consumer attitudes. Methodology: This thesis employs a quantitative strategy with a deductive approach and data has been collected with questionnaires. Theoretical perspective: Environmental psychology serves as an overarching framework where, more specifically, certain aspects of Store atmospherics and some variables concomitant to health attitudes provide the theoretical base. Empirical data: The empirical data consists of customer purchasing a functional food product, Proviva, and this is contrasted with a test group, Bravo.

Floor signs in Stores have become a more common phenomenon during past years. The problem is that the knowledge about these signs is limited and the actual effects are unknown. This lack of knowledge can have a negative impact on Store performance and marketing efforts. The purpose of this paper is to examine the effects of floor signs on consumer attitude and behaviour. The study was conducted in two grocery Stores, where the movement pattern of 39 501 customers was recorded over a four week period.

This paper examines the impact of the congruence between the background music and the brand image on the customer behaviour in retail Store. The essay's hypotheses are built after the famous S-O-R-model that unveils if congruence background music affects the customers' emotions, brand image and response. The aim of the study is mainly to answer if the congruent background music stimuli in the retail Store environment will affect the customer's emotions and if it will increase spent time and money. The congruent background music has been selected through two pre-studies based on consumers' brand image. A quantitative study has been conducted where triangulation was applied in a real Store environment, where in total 201 surveys was collected for the main study.

The Store manager can make great benefits of having an eye on how the staff works towards the customer, because the personnel is an important tool when competing with other Stores. This paper is focusing on the part that relates to the staff in the Store, which is one of the key tools in the competition for customers after the customer made it to the Store. Many Stores have guidelines which the staff should follow when they meet with customers. If the staff is too tightly controlled by these guidelines, customers can perceive the first encounter with the staff as artificial and as if the genuine friendliness does not exist. It is important that the staff looks at the individual customer and treat every customer in a personal way and that the staff can see the customer?s needs.

For the last 50 years the amount of available consumer goods has exploded in number, due to improvements in production and technology. The problem is that the overall sales of many categories are stagnant and retailers are unwilling to grant the categories more shelf space. Therefore many categories are crowded with products and hard for consumers to navigate in. The purpose of this paper is to examine the effects of an assortment reduction on several variables relating to assortment perceptions, customer satisfaction and Store choice. The study was carried out as an experiment with 127 participants.

Store managers and brand owners have realized the benefits of sales promoting activities in-Store, which thus have become a common sight for consumers when grocery shopping. Using in-Store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

When in the process of buying a product based high effort behavior, the consumer needs information to decide on which product that best satisfies their need. There is a wide arrange of sources where this could be found. One of the most important, due to the great influence it has on consumer choice, is in-Store communications. This is also one of the least developed sources. It is not uncommon that the only facts that can be acquired are found on product packaging and from contact with the Store´s staff.

Abstract Title: A study of in-Store atmospherics impact on young consumers in fashion houses Date of the Seminar: June 4th 2008 Course: BUSM08. Master thesis in International Marketing & Brand Management Authors: Md. Abu Baker Siddique Masum Milan Filipovic Supervisor: Ulf Elg Keywords: In-Store atmosphere, young generation, fashion houses. Thesis purpose: This thesis will find out the influences of the in-Store environment in the fashion houses and it will be applicable for this sector. This research will provide information to develop a better in-Store environment in fashion houses to attract more young people.

The purpose of this study is to investigate the effect of using more promotion material to enhance the in-Store communication of sales promotion. In the retail industry today the research regarding the benefits from using various in-Store promotion materials is limited, thus this study was carried out to bring clarity to this subject. The study is carried out in two pharmacies and the design of the study was to add more promotion materials to one Store, while keeping the other Store in its normal condition and then let the Stores change conditions after one week e.g. latin-square design. The data collection of this study consists of four different methods: sales data, a questionnaire with 182 customers, an observation study of 300 consumers and an eye-tracking experiment with 41 participants.

Summary                                                               Overweight and obesity in Sweden and in the rest of the industrialized world continues to increase. This results in increased costs both to society and the healthcare system. Part of this development is the increasing consumption of sugar and that is what should be restricted to tackle this growing social problem. Part of the increased consumption of sugar in Sweden was the launch of pick and mix ingrocery Stores.  This study aims to examine how Store managers look at their public health responsibilities, and investigate how managers of grocery Stores think about health and health aspects in general and about the sugar consumption in particular. Semi-structured "face to face" interviews was used to collect data and seven grocery Store managers participated in the study.

The underlying aim of this paper is to find out how the management and employees in a grocery Store on a relatively small community in Sweden is experiencing Technology-Based Self-Service (TBSS), and self-scanning. And how Store management and employees experience that the self-scanning ability is received by their respective consumers. Several open individual interviews were conducted with the administrative head of sales and various employees working at different departments at Coop Forum in Skara In offering self-scanning, we believe that the Store provides consumers with an opportunity to perform their daily purchases by an easy and flexible approach, which we believe will have a positive impact on the entire Store visit. A positive Store visit, we believe play a major role in consumers choosing to do their shopping in the Store.The issue to be elucidated in this paper is; How do management and employees in a grocery Store perceive that self-scanning influence consumers' purchase and the service the shop offers? Why would a supermarket use self-scanning as part of the service they offer to their consumers? The report concludes the similarities and differences experienced by administrative sales manager and employees compared to previous research on the subject.

For a company to survive it has to make a profit. To make a profit transactions are necessary and to achieve this a company can choose to focus on creating loyal customers. Loyal customers can contribute to secured revenues, increased market shares and reduced marketing costs. Research within customer loyalty has mainly focused on different types of loyalty and the impact it has on customers behavior. However, there is a lack of research concerning which factors that create loyal customers.