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Point of Purchase TV Screens In Retail Environment

Kiligaridou, Katerina LU and Khedher, Anis (2012) BUSN29 20121
Department of Business Administration
Abstract
The purpose of this paper is to deliver a clearer picture regarding the possible effects of the in-store TV screens on consumers’ impulse purchase decision and how factors such as the gender and generation can influence the consumers’ behavior towards this digital signage. Therefore this objective academic paper will contribute to bring discernment and relevant material
for future studies through an objective approach. The combination of existing literature, earlier
research and empirical data will contribute to deliver an overall picture regarding if the in-store TV screens do influence the consumers’ purchase behavior. The findings will be useful to both retailers and marketers, as the results will provide insights from relevant... (More)
The purpose of this paper is to deliver a clearer picture regarding the possible effects of the in-store TV screens on consumers’ impulse purchase decision and how factors such as the gender and generation can influence the consumers’ behavior towards this digital signage. Therefore this objective academic paper will contribute to bring discernment and relevant material
for future studies through an objective approach. The combination of existing literature, earlier
research and empirical data will contribute to deliver an overall picture regarding if the in-store TV screens do influence the consumers’ purchase behavior. The findings will be useful to both retailers and marketers, as the results will provide insights from relevant findings.The research was conducted through quantitative methods. This was done through structured observations accompanied by structured interviews. 360 customers were observed and out of this group 60 customers were participating in the structured interviews.The main theories that the research is based on are theories concerning consumer behavior, gender, generation, in-store marketing.The sampling of the data collection was conducted during three days at ICA Malmborgs in Lund, Sweden. The gathered data from the interviews and observations was statistically processed and analyzed through the use of the program SPSS (Statistical Package for Social Science). Through the use of SPSS the statistical significance and the compiling of the finding was done. In order to increase the validity and reliability of the study a short pretesting was conducted.The results revealed some differences in behavior between how the different gender and generations reacted to the point of purchase TV screen. Generation Y was the group that noticed the TV most and Silent Generation the least. Further differences between the genders and generations were factors like time spent in store, unplanned purchases and time spent in the store. (Less)
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author
Kiligaridou, Katerina LU and Khedher, Anis
supervisor
organization
alternative title
Analyzing if consumer behavior between consumers of different gender and generations differ as a consequence of the stimuli from point of purchase TV screens
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Point of Purchase TV, Gender, Generation, Impulse Purchase Behavior, In-Store Marketing
language
English
id
2544610
date added to LUP
2012-06-21 14:34:49
date last changed
2012-06-21 14:34:49
@misc{2544610,
  abstract     = {The purpose of this paper is to deliver a clearer picture regarding the possible effects of the in-store TV screens on consumers’ impulse purchase decision and how factors such as the gender and generation can influence the consumers’ behavior towards this digital signage. Therefore this objective academic paper will contribute to bring discernment and relevant material
for future studies through an objective approach. The combination of existing literature, earlier
research and empirical data will contribute to deliver an overall picture regarding if the in-store TV screens do influence the consumers’ purchase behavior. The findings will be useful to both retailers and marketers, as the results will provide insights from relevant findings.The research was conducted through quantitative methods. This was done through structured observations accompanied by structured interviews. 360 customers were observed and out of this group 60 customers were participating in the structured interviews.The main theories that the research is based on are theories concerning consumer behavior, gender, generation, in-store marketing.The sampling of the data collection was conducted during three days at ICA Malmborgs in Lund, Sweden. The gathered data from the interviews and observations was statistically processed and analyzed through the use of the program SPSS (Statistical Package for Social Science). Through the use of SPSS the statistical significance and the compiling of the finding was done. In order to increase the validity and reliability of the study a short pretesting was conducted.The results revealed some differences in behavior between how the different gender and generations reacted to the point of purchase TV screen. Generation Y was the group that noticed the TV most and Silent Generation the least. Further differences between the genders and generations were factors like time spent in store, unplanned purchases and time spent in the store.},
  author       = {Kiligaridou, Katerina and Khedher, Anis},
  keyword      = {Point of Purchase TV,Gender,Generation,Impulse Purchase Behavior,In-Store Marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Point of Purchase TV Screens In Retail Environment},
  year         = {2012},
}