Mer är bättre än mindre - En fyrdimensionell undersökning om kampanjmaterials påverkan på butiksmiljön
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. The result shows that sales have increased with 15 % for the promotion products; the consumers have less avoidance response; and unplanned buying behaviors have increased significantly. Eye-tracking analysis also shows that the product information display attract significantly more attention when using more promotion materials. Conclusively, the results from this study give an indication that using more promotion materials will have a general positive impact on the retailer.