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Viewing report
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Demonstrate It's Great!. Edition No. 1
VDM Publishing House, June 2009, Pages: 60
In grocery stores today consumers are confronted with
endless possibilities and most purchase decisions are
made while in the store. This situation provides
retailers with a perfect opportunity to influence
consumers’ purchase decisions. One of the tools to
affect consumers is in-store demonstrations. This
book has studied the effect of degree of purchase
planning on the result of in-store demonstrations and
the effects of in-store demonstrations on sales and
brand attitude.
A natural experiment in an authentic grocery store
environment was conducted in twelve stores
throughout Sweden and two products of the same brand
were demonstrated. The experiment was conducted
according to a Latin Square design and was carried
out during a two-week period.
The results show that demonstrations do increase
sales and brand attitude significantly. Although,
the impact varies between different days of the week,
different types of consumers and different
products. The results of the study provide new
knowledge regarding retail marketing, a
research area that is still relatively unexplored.
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