店内环境对新品牌有多重要?

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-12-14 DOI:10.1177/14707853231219419
Rachel Fuller, Samantha Hogan, Simon Pervan
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引用次数: 0

摘要

新品牌的推出风险很大,失败率很高。然而,大多数研究都集中于影响其成败的店外因素,而忽略了店内可采用的策略。本研究针对这一疏忽,研究了两个店内因素的影响,即注意力分散和货架位置,以及它们对新品牌在货架上可见度的影响。我们利用了一个独特的数据集,该数据集以澳大利亚市场上的一个真实新品牌为特色。通过购物者实验室的实验设计和移动眼动跟踪,我们发现,当购物者分心时,新品牌在货架上被注意到和被视觉关注的机会更大。这是因为购物者在货架前停留的时间更长,对新品牌更容易接受,同时对货架上现有品牌自上而下的处理产生了负面影响。我们还发现,对现有品牌而言,优化货架位置是一种常见的店内营销策略,但对新品牌而言,优化货架位置可能不会产生同样的投资回报。研究结果为提高新品牌发布的成功率提供了宝贵的理论和实践启示,包括分销渠道的选择、营销资源的分配以及驱动购物者行为的店内和店外因素之间的相互作用。
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How important is the in-store environment for new brands?
New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand’s visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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