Improvement in Customer Experience Through the Creation of Virtual Brand Communities

Monika Matušovičová (), Martin Kuchta () and Monika Stanková ()
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Monika Matušovičová: University of Economics in Bratislava
Martin Kuchta: University of Economics in Bratislava
Monika Stanková: University of Economics in Bratislava

Tržište/Market, 2022, vol. 34, issue 1, 79-92

Abstract: Purpose – Shopper marketing stands, shelves, and product exposure are types of shopper marketing activities which have the potential to influence the shopping behavior of shoppers and increase revenues for both retailers and manufacturers. This study aims to show the performance of shopper marketing stands located in various zones within a store. The main aim of the paper is to identify the impact that the position of shopper marketing stands has on shoppers’ buying behavior. Design/Methodology/Approach – The method of physical observation was employed as a primary research method on a sample of 666 shoppers in several supermarkets. The observer noted whether the shoppers walked by, stood by, or interacted with a shopper marketing stand in a particular zone of the store. Four zones were identified with respect to shopper marketing stands: entry zone, zone along the store, central zone, and cash or check-out zone. The dependency between the defined variables was evaluated using the Pearson’s Chi-Square test of independence in IBM SPSS statistical software. Findings and Implications – The study found a statistically significant relationship between the location of shopper marketing stands and the shoppers’ buying behavior. The location of special shopper marketing stands within a store has the potential to slightly or moderately affect the possibility of purchase. The results also demonstrate the performance of shopper marketing stands in particular zones of a store. Limitation – The research focused on just one of many shopper marketing tools, namely the location of shopper marketing stands. Future research might focus on other shopper marketing tools, such as financial advantage, particular types of shopper marketing stands, the visual aspect of shopper marketing stands, etc. Originality – The empirical results of the study will help retailers to monetize zones containing shopper marketing stands within a store more precisely and manufacturers to effectively consider the possibility of sales support through the use of special shopper marketing stands.

Keywords: product exposure; retail; shoppers’ buying behavior; shopper marketing (search for similar items in EconPapers)
Date: 2022
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