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Sale, sänkt pris eller 25% rabatt: Hur reaskyltar påverkar konsumentens uppmärksamhet i butik
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sale, reduced price or 25% off : How promotional signage affects customer attention in-store (English)
Abstract [sv]

Dagens textilindustri står inför ett problem där det produceras för mycket kläder i relation tillefterfrågan. Den höga konkurrensen i branschen förutsätter att företagen använder sig av kampanjer och realisationer för att få varorna sålda. Trots detta rapporterar flertalet företag att de inte lyckats sälja slut reavarorna vilket har lett till minskade marginaler. Den här studien kommer att undersöka hur skyltning i butik påverkar konsumenternas uppmärksamhet vidshopping på rea. De två aspekterna undersökningen kommer utgå från är färgens och budskapets inverkan på uppmärksamheten. Tidigare forskning påvisar att skyltning är ett effektivt sätt att locka kunder till butiker. Vid utformningen av skyltningen bör företagen ta hänsyn till kundsegmentet eftersom konsumenter tenderar att respondera olika beroende på vilket sätt ett budskap är utformat. Studien baseras på ett kontrollerat experiment med ett tekniskt verktyg, eyetracking. Experimentet utfördes i en klädbutik eftersom en naturlig shoppingupplevelse eftersträvades. En kompletterande enkät användes för att samla in den information eyetracking-glasögonen inte kunde generera. Resultatet av studien visar att konsumenter tittar på skyltningen vidshopping på rea. Gällande budskapet på skylten framgår det att procentavdrag är mest attraktivt då dessa skyltar givits mest uppmärksamhet. Studien visar även att en grå skyltfångar konsumenternas uppmärksamhet i större utsträckning än en röd.

Abstract [en]

Today’s textile industry faces a problem as it produces too much clothing in relation to the demand. The high level of competition in the industry require the companies to apply different campaigns and sales to successfully sell off the products. Despite this, several companies report that they have failed to sell off their discounted products which has resulted in reduced margins. This study will examine in-store signage and its impact on consumers’ attention when shopping reduced price products. The two aspects the study will proceed from are the effect of the colour and the message on consumers’ attention. Previous studies demonstrate that signage is an effective approach of attracting customers to stores. When it comes to the framing of signs, companies should consider customer segment since customers tend to respond differently depending on how a message is framed. The study is based on a controlled experiment with a technical tool, eye tracking. The experiment was conducted in a clothing store for the purpose of pursuing a real-world environment and experience. A complementary questionnaire was used to collect information that the eye tracking-glasses were unable to generate. The results of the study states that customers pay attention to signage when shopping discounted products. Regarding the choice of message framing, it appears that percentage promotions are most attractive due to the attention payed to these signs. The study also shows that the grey sign captured consumer attention to a greater extent than the red one. The study is a bachelor thesis written in Swedish.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Eyetracking, signage, hypothesis testing, in-store consumer behaviour, sale, retail
Keywords [sv]
Eyetracking, skyltning, hypotesprövning, konsumentbeteende i butik, rea, handel, detaljhandel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-22090OAI: oai:DiVA.org:hb-22090DiVA, id: diva2:1372270
Available from: 2019-12-06 Created: 2019-11-22 Last updated: 2019-12-06Bibliographically approved

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Type fulltextMimetype application/pdf

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