Kan samma produkt upplevas olika? - En kvantitativ studie om hur presentationen av en atypisk produkt och konsumenters shoppingmål påverkar attityd samt köpintention
This study explores how consumers' attitudes and intentions-to-buy towards an atypical product can be influenced by the presentation of the product and consumers shopping goals. Moreover, another product, which was shown together with the atypical piece, was analyzed in order to investigate context effects. The aim of the study is to provide insights into a rather unexplored subject and help retailers in presenting their assortment in a way which will create a better perception and intention-to-buy towards the assortment. The study was conducted with the help of two studies, the first one aimed to find an atypical item and to see how attitudes could be affected by differences in presentation by comparing it with a typical item within the same category. The second study used the identified atypical piece in order to see the how attitude and intention-to-buy could be altered by presentation and consumer shopping goals. The result illustrates that presentation of the product and consumers' shopping goals can influence attitude and consumers' intentions-to-buy. However, the atypical product is more sensitive to presentation compared to the typical one. A context effect was found on other item exposed with the atypical product in regard to attitude. For a retailer this implies among other things that one should be careful with the presentation of atypical products and also consider consumers' shopping goals as they influence consumers' perception of atypical products.