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En studie om specialexponeringar och dess sidoeffekter med utgångspunkt i varumärkesstyrka
Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand. We conducted an in-store experiment where two brands from the same product category, with different brand strength, were displayed. In connection with this, we also examined the importance of the display location in the store environment. The experiment was followed up with a survey, in order to establish that the purchase was unplanned. We also aimed to investigate attitudes and behaviour to the two brands respectively. A new theory, developed from Nedungadi?s study of brand strength and spill-over effects, constitutes the foundation of our research. Our results show a sales increase for the entire category when a strong brand is displayed and a sales decrease for the category when a weak brand is displayed ? what we call substitution and salience effects. Furthermore, we found that weak brands enjoy a higher share of unplanned purchases than strong brands do. Also, the display location in the store turned out to be of greater importance for strong brands.