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Doors or no doors: consumers’ behaviour and experiences when purchasing chilled food in supermarkets
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Swedish Institute for Innovative Retailing, Handelsgruppen)
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Handelsgruppen)
SP.
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Swedish Institute for Innovative Retailing)ORCID-id: 0000-0003-2219-1525
2016 (engelsk)Konferansepaper, Oral presentation with published abstract (Annet vitenskapelig)
Hållbar utveckling
Innehållet faller inom området hållbar samhällsutveckling
Abstract [en]

Several studies have shown that it is of importance to keep the chilled air inside the

cabinet for refrigerated food. Accordingly, the physical environment in front of the

cabinets affect both the thermal comfort for consumer and personnel, the energy usage

for the supermarket and the quality for the chilled food products. Knowledge on what

consumers experience and how they behave in-store when introduced to vertical

cabinets with doors for chilled food creates new business opportunities for retailers, as

well as saving energy. Most consumers are aware of environmental issues and the need

of energy savings, however they lack knowledge on the impact by fitting doors on

cabinets in stores, besides energy savings, doors might also prevent consumers from

buying products from closed cabinets. There is a strong need to develop a deeper

understanding from the consumers´ behaviors in order to understand and improve the

servicescape and shopping experience in supermarkets were refrigerated food is

displayed.

The purpose of this study is to investigate what consumers perceive and how they

behave in supermarket store settings when being introduced to closed vertical display

cabinets for chilled food. In doing so, we elaborate on the servicescape literature and

how the influence of servicescapes might be used in order to develop the understanding

of how new technique might facilitate the provision of service offerings in-store. From

the qualitative consumer study, we underline the importance of considering the physical

environment as well as sensory perception and experiences when introducing doors on

cabinets in a supermarket. The experiences, insights and definitions about freshness in

parallel with consumer behaviour with or without doors on the cabinets for refrigerated

food is further discussed.

Keywords: consumer, behaviour, supermarket, sensory, servicescape

Subject classification codes: include these here if the journal requires them

sted, utgiver, år, opplag, sider
2016.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-11860OAI: oai:DiVA.org:hb-11860DiVA, id: diva2:1068909
Konferanse
Nordic Retail and Wholesale Conference, Aarhus, November 8-10, 2016
Forskningsfinansiär
Swedish Retail and Wholesale Development CouncilTilgjengelig fra: 2017-01-26 Laget: 2017-01-26 Sist oppdatert: 2018-04-28bibliografisk kontrollert

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Lindberg, UllaSundström, Malin

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