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In-store promotion: Hur förhåller sig konsumenter till digitala skärmar i butiksmiljön?
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2012 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Syftet med den här uppsatsen är att se hur vida digitala skärmar är ett effektivt promotionverktyg, och hur konsumenternas beteende är relaterade till denna typ av in-store promotion. Genom en explorativ studie som genomfördes på Ica Maxi Karlstad undersöktes detta fenomen med hjälp av ögonspårning och enkäter. Med denna metod kunde författarna jämföra faktorer som rör köpvanor med hur stor uppmärksamhet som riktas mot in-store elementen i en matbutik. Viktiga slutsatser pekar på att de digitala skärmar som undersökts inte bidrar med tillräckligt relevant information för att uppmärksammas av konsumenter. Resultatet visar också att digitala skärmar är något som uppmärksammas i liten skala av uppgiftsorienterade personer. Det visade sig att andra mer traditionella in-store element, som vanliga gula prisskyltar, drog mer uppmärksamhet till sig. Resultaten öppnar också upp för fortsatta studier och forskning inom området.

Abstract [en]

The purpose of this essay is to see whether digital screens are effective as promotional tools, and how consumer behavior is related to this type of in-store promotion. Through an exploratory study conducted at Ica Maxi Karlstad the phenomena was investigated by using eye-tracking and surveys. By using this method the authors could compare the factors related to shopping habits with the amount of attention given to in-store elements in a grocery store. Key findings indicate that the digital screens that were examined do not communicate enough relevant information, to gain the attention from the consumers. The results show that digital screens are something that task-oriented people pays a little attention to. It turned out that other more traditional in-store elements, such as ordinary yellow price-signs, gained more attention. Furthermore, the result opens up for further studies and research within this area.

Place, publisher, year, edition, pages
2012. , 78 p.
Keyword [sv]
in-store promotion, digitala skärmar, eye-tracking, ögonspårning, butiksmiljö
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-14321Local ID: FEK D-100OAI: oai:DiVA.org:kau-14321DiVA: diva2:540755
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-09-10 Created: 2012-07-11 Last updated: 2012-09-10Bibliographically approved

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In-store promotion masteruppsats(3139 kB)377 downloads
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Type fulltextMimetype application/pdf

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