Resultatet av Formatet- En kvantitativ studie om butiksformats påverkan på en konsuments beteende och attityd
Today's consumer society has led to never-ending choices in terms of brands, products and prices in an endless variety of shops. The retail industry is a very complex industry that includes many different types of sales channels and many different types of products. A consequence of this trend is that brand owners today face difficulties in understanding how their products are being evaluated and difficulties in knowing which final cause that make a consumer willing to by their product is hard to figure out. The industry is very diversified, which means that for a company to really understand their position and their role on the market it requires that the company put a lot of effort and also a lot of money in the process of trying to figure it out. We will with this paper try to explain a small piece of that understanding and we hope to get results, which contribute to the further research in this area. The purpose of this paper is to dig deeper into what differences there might be in attitude formation towards different brands, cosmetic sections and associations toward these sections and also to understand what differences there might be in consumer behavior in a cosmetic section with the store format as an independent variable. In order to find these differences we designed a survey, which 121 consumer where exposed to in total. We also made observations in the four different store formats to capture the differences in behavior. The paper contributes to the research of in store marketing and consumer behavior in the sense that we have support which show that consumer behavior actually is affected by the underlying store format and that consumers attitude also is affected by the underlying store format, which we argue for is a consequence of the long run marketing activities.