Prisetikettens roll i kundens köpprocess - En kartläggning av kundernas användande av prisinformation i den svenska dagligvaruhandeln
When patrolling grocery stores, customers engage in a purchase situation where they face great amounts of information, whereof price is one. This paper intends to shed light on the price information search behavior that customer's exhibit before choosing their products in grocery stores. In order to do so two studies have been conducted, one quantitative and one qualitative, to assemble the data needed to provide statistically significant results. The objective of the quantitative study is to gather data on customer's external price information search, and it is based on the most recent eye-tracking technology. The second qualitative study is complementary and based on interviews with randomly chosen customers that have responded to several questions regarding their price information search, shopping knowledge and experiences. Previous research and academic studies on the subject are examined in the report and this review forms the basis for the postulation of hypotheses that are tested in the paper. The results presented indicate that customers' price information search behaviors differ primarily between different product categories, but also based on other factors such as demographics, price knowledge, store formats and more. The study is of interest for academics and practitioners who wish to more thoroughly understand the customer purchase process, predominantly the information search process, and further understand the complex issue of consumer behavior. The contributions of the study are threefold. First and foremost, the implications of the study can be used to enhance pricing practices and thereby increase the profitability of the retailers. Second, the study contributes to existing research on the subject as its use of more sophisticated technology provides more robust findings. Third, the study provides direction for new research opportunities on the subject.