Point of Purchase TV-Screens - An Analysis of Gender and Generations in the In-Store Retail Environment
(2007)Department of Business Administration
- Abstract
- Title: Point of Purchase TV-screens - An analysis of Gender and Generations in the In-store-Retail-Environment
Date of Seminar: May 29th 2007 Course: BUS 809, Master Thesis in International Marketing and Brand Management.
Authors: Søren Berg Jørgensen, Daniel McCartney and Ben Wallenborn.
Supervisors: Karin Alm and Ulf Johansson Keywords: In-store Marketing, Point-of-Purchase, In-store TV, Gender, Generations. Thesis Purpose: The purpose of the thesis is to contribute to a greater understanding as to how consumers react to and perceive PoP TV-screens within the in-store retail environment. More specific, the aim of the study is to investigate if gender and generations react and feel differently towards the use of PoP TV-screens. From a... (More) - Title: Point of Purchase TV-screens - An analysis of Gender and Generations in the In-store-Retail-Environment
Date of Seminar: May 29th 2007 Course: BUS 809, Master Thesis in International Marketing and Brand Management.
Authors: Søren Berg Jørgensen, Daniel McCartney and Ben Wallenborn.
Supervisors: Karin Alm and Ulf Johansson Keywords: In-store Marketing, Point-of-Purchase, In-store TV, Gender, Generations. Thesis Purpose: The purpose of the thesis is to contribute to a greater understanding as to how consumers react to and perceive PoP TV-screens within the in-store retail environment. More specific, the aim of the study is to investigate if gender and generations react and feel differently towards the use of PoP TV-screens. From a practical standpoint, the study will aid marketers in how they can communicate more effectively with their target-market inside the store. In addition to this, the study will provide retailers with an insight into the overall atmospheric effect that the placement of TV screens has on stores. From an academic position, it was felt that an unbiased academic study was necessary in order to provide a gainful insight and solid foundation for future research concerning the use of In-store TV. Methodology: This thesis employs quantitative methods. 567 structured observations and 140 questionnaires through structured interviews were conducted in a Swedish supermarket. Theoretical Perspective: “Consumer Behaviour” is the foundation of the theoretical framework. Furthermore, “Atmospherics” and “Market Segmentation” theories are used as supporting theories. Empirical Foundation: The empirical data was collected during two days at a ICA Kvantum supermarket Flygfyren in Norrtälje, Sweden. The data from the observations and the questionnaires was analysed with the statistical software SPSS. This provided the study with indications of significant difference between demographic segments of gender and generations. Furthermore, a control group of 130 observations were conduct in order to increase the validity of the study. Conclusion: The study shows that there is a difference in how gender and generations respond and feel towards the stimulus of in-store Point-of-Purchase TV-Screens. The most noteworthy findings are that the youngest generation, Generation Y, displays an extremely positive overall response for both behaviour and attitudes, whilst the stimulus of the TV screen proves to be a very useful tool in attracting the men’s attention. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1344034
- author
- Wallenborn, Benjamin
- supervisor
- organization
- year
- 2007
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1344034
- date added to LUP
- 2007-05-29 00:00:00
- date last changed
- 2012-04-02 16:41:03
@misc{1344034,
abstract = {{Title: Point of Purchase TV-screens - An analysis of Gender and Generations in the In-store-Retail-Environment
Date of Seminar: May 29th 2007 Course: BUS 809, Master Thesis in International Marketing and Brand Management.
Authors: Søren Berg Jørgensen, Daniel McCartney and Ben Wallenborn.
Supervisors: Karin Alm and Ulf Johansson Keywords: In-store Marketing, Point-of-Purchase, In-store TV, Gender, Generations. Thesis Purpose: The purpose of the thesis is to contribute to a greater understanding as to how consumers react to and perceive PoP TV-screens within the in-store retail environment. More specific, the aim of the study is to investigate if gender and generations react and feel differently towards the use of PoP TV-screens. From a practical standpoint, the study will aid marketers in how they can communicate more effectively with their target-market inside the store. In addition to this, the study will provide retailers with an insight into the overall atmospheric effect that the placement of TV screens has on stores. From an academic position, it was felt that an unbiased academic study was necessary in order to provide a gainful insight and solid foundation for future research concerning the use of In-store TV. Methodology: This thesis employs quantitative methods. 567 structured observations and 140 questionnaires through structured interviews were conducted in a Swedish supermarket. Theoretical Perspective: “Consumer Behaviour” is the foundation of the theoretical framework. Furthermore, “Atmospherics” and “Market Segmentation” theories are used as supporting theories. Empirical Foundation: The empirical data was collected during two days at a ICA Kvantum supermarket Flygfyren in Norrtälje, Sweden. The data from the observations and the questionnaires was analysed with the statistical software SPSS. This provided the study with indications of significant difference between demographic segments of gender and generations. Furthermore, a control group of 130 observations were conduct in order to increase the validity of the study. Conclusion: The study shows that there is a difference in how gender and generations respond and feel towards the stimulus of in-store Point-of-Purchase TV-Screens. The most noteworthy findings are that the youngest generation, Generation Y, displays an extremely positive overall response for both behaviour and attitudes, whilst the stimulus of the TV screen proves to be a very useful tool in attracting the men’s attention.}},
author = {{Wallenborn, Benjamin}},
language = {{swe}},
note = {{Student Paper}},
title = {{Point of Purchase TV-Screens - An Analysis of Gender and Generations in the In-Store Retail Environment}},
year = {{2007}},
}