Se inte ner på golvmarknadsföring! - En kvantitativ studie om effekter av golvmarknadsföring i köpcentrummiljöer
Shopping malls have been growing in numbers during the last few decades. As an effect, consumers are increasingly placing a greater amount of their purchases under one roof. The problem is that stores within these malls have to fight for the consumers' attention in competition with all the other stores. Thus, making consumers noticing their store is critical for success. Creating attention through floor advertising could be a potential way of doing so. The purpose of this paper is to examine which effects floor advertising has on consumers, using the hierarchy-of-effects model. The study was carried out as an experiment with 245 participants, of which 125 were exposed to the floor ad and 120 acted as control group in four separate malls. The results from this study reveals that floor ads can affect consumers' purchase intention and awareness positively to a category even though their attitudes towards the category was decreased. Furthermore, we show that floor advertising is able to catch consumers' attention. Our recommendation to shopping mall owners is to use floor marketing for two reasons; 1. To increase category sales in the stores within the mall and; 2. Sell marketing space on the floor to retailers as another source of income. Finally, at the end of the report, we recommend further studies that also includes data from stores and different forms of floor advertising.