Frontningens Effekt på Försäljningen och Kundens Utvärdering av Butiken - Ett Experiment i den Naturliga Butiksmiljön
The research done in the field of product completeness/incompleteness is limited. The lack of research causes a knowledge gap in the retailing industry, concerning the actual effects on consumer choice, as well as on the overall store evaluation. This report tests the current theories of the subject, and also further aim to explore the effects of completeness/incompleteness on consumer's product choice. The results display an inconsistent effect on consumer's product choice when the completeness/incompleteness in a grocery store is tested. Some products benefit by being incomplete, while others show no such effect. In order to predict which products affected by a manipulation of completeness, a new model is introduced. The model aims to predict the effect of completeness/incompleteness. It is based on product purchase frequency and the perceived difference between alternatives within a brand and between brands. Another contribution in this report is the registered increase in buying intention when a consumer stands in an aisle with complete shelf display. The report gives strong support for retailers to introduce completeness to their daily routines, as it can be used to increase buying intention and thereby the average purchase.