Har storleken någon betydelse En kvantitativ studie rörande butiksformatets påverkan på prisperceptionen och associationerna till olika varumärken
The retailing landscape has become even more competitive with an increasing number of store formats. One result of this can be seen within different retail-chains as they launch different formats that operate under the same name. Thus, consumers now have many alternatives and substitutes when it comes to choosing which format to shop from. This phenomenon has led consumes to shop across stores for the same brand. The objective of this study is to explain how consumers respond to various offers in different store formats and to determine whether the results differ if we compare a familiar brand with an unfamiliar brand. The research will also examine whether it is possible to move the associations that are linked to the different brands when consumers are exposed to them in different store formats. In order to be able to investigate and answer the problems mentioned above, we designed a survey that was taken by 327 randomly selected respondents. This paper contributes to the existing research on this subject since we can draw the conclusion that different formats, to varying degrees, affect the associations linked to unfamiliar brands. It is also clear that different format and offers, while comparing familiar and unfamiliar brands, do affect the buying intentions, satisfaction and value for money differently.