Subject Index
 

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the bran ...

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values ...

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making. This paper proposes an alt ...

This paper analyses the current purchasing behaviour of shoppers in 14 countries and, in particular, their usage of different channels (on-line and 'bricks and mortar' retail channels) and the implica ...

This paper is a result of an internal study conducted by Virtual Surveys to investigate the role of online shopping within the broader retail market. Using a combination of online diaries (blogs) and ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across f ...

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions ...

The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale. This information is of cou ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel. We have moved from a rationalised world to ...

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers’ actual behavior at point of sale when they make their purchasing dec ...

In this article Professor Andrew Ehrenberg, doyen of consumer behaviour research, reflects on 50 years of simple and innovative research that has resulted in many generalisable truths about brand buyi ...

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, th ...

The paper presents results from a dual study based on pre- and post-interviews with 600 grocery shoppers who shopped both virtually and in real life in “the same store”. The shoppers were asked to ide ...

This paper studies the effects that consumers’ adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e. coffee). Two dimensions of shopping be ...

This paper provides a detailed case study of a store performance tracker designed and implemented in the United Kingdom. The authors will argue that UK supermarket retail is currently a uniquely compe ...

With technological advances in consumer panel collection devices and the absolute size of consumer panel samples, analysis applications that integrate behavioral and attitudinal measures are becoming ...

Describes a US research project (in a limited geographic area) to study how children are `socialised’ as consumers, and how this varies with demographics, ethnicity etc. Theoretical background, discus ...

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America. Covering a handful of different projects and countless business objec ...

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) meas ...

This paper reports on the emergence of a new US mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mas ...

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message. However, two principal ...

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the ...

This paper describes recent attempts to use virtual reality components for studying the in-market performance of a new product at the pre-launch stage. Virtual shopping systems today offer intriguing ...

This paper presents a new method for measuring attention of consumers at the point-of-sale (POS). This patent-pending method – AttentionTracking – is based on the recent finding that human visual atte ...

This paper describes recent attempts to use virtual reality components for studying market effects of new category management-driven initiatives in retail settings. Virtual shopping systems today offe ...

Creating an experience or an emotional connection with the customer requires that the marketer or retailer first understand that this experience or emotional connection is not the same for every custo ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...