This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.

This explanatory study investigated the possible causal relationship between congruent background music and consumer behavior. We studied empirically whether sales of tex-mex products was affected when congruent music was played in conjunction to the tex-mex section of a Swedish grocery store. A field experiment was conducted where stereotypical Mexican music was played in conjunction to the tex-mex section. Previous experiments have tested, and confirmed, the notion that music stereotypically related to a country can prime related knowledge and the selection of certain products if the products fit with that knowledge. Earlier research has also been able to support the notion that consumers tend to spend more money and time in store when congruent music is played. Mexican, Pop, and no music was played during three weekends and sales data on tex-mex products was gathered and analyzed. The results indicate that fewer consumers purchased tex-mex products when Mexican music was played, but those who did spent more money and/or purchased a slightly larger number of tex-mex products. However, the small differences between the music conditions were not statistically significant. The potential reasons for this is discussed in the analysis and lastly, implications for future research as well as managerial implications are discussed.

The objective of this study is to conduct a marketing mix modeling to measure the effectiveness of past marketing activities on the product sales using a time-varying effect model (TVEM) approach. The longitudinal intensive data for this study has come from a large ice cream manufacturer in USA. Traditionally, static regression models have been used to measure the effectiveness of marketing mix variables to predict sales. And, these models used to find the time independent effect of the covariate on the dependent variable. On the other hand, a dynamic model such as time-varying effect model takes time into consideration. Researchers can model the changes in the relationship between dependent and independent variables over time using time-varying effect model. This is the first study, where a time-varying effect model approach has been used to measure the effectiveness of marketing mix elements in the ice cream industry. In addition, we have compared the predictive validity of both static and dynamic models using this data set.

Esta investigación tuvo como objetivo determinar la relación entre los factores del In Store Marketing y la intención de compra en las tiendas minoristas ubicadas en Gamarra en jóvenes de 22 a 30 años del nivel socioeconómico B. El presente estudio aborda un análisis de los dos principales factores que se encuentran dentro del In Store Marketing. El factor del entorno y el factor de promoción como influyentes en la tienda minorista, ya que actualmente en Gamarra se están desarrollando diferentes esfuerzos para generar más venta y es para ellos importante hacer más atractiva la visita para los consumidores que ahora son más exigentes y sofisticados en sus hábitos de compra. Esta investigación de tipo correlacional con enfoque mixto, es decir herramientas cualitativas y cuantitativas, donde en esta se realizó encuestas a 333 mujeres del target en investigación, encontró, en primer lugar, que el consumidor si cree que influye en la compra los factores de entorno como de promoción. La hipótesis mostró ser correcta, siendo los factores herramientas efectivas para el desarrollo de las tiendas minoristas en Gamarra. / The objective of this research was to determine the relatinonship between the factors, The In Store Marketing and purchase intention in retail stores located in Gamarra in womens from 22 to 30 years, of socioeconomic level B. This study addresses the analysis of two main factors. The factor of the ambient and the factor of the promotion as influential in the retail store, and that currently in Gamarra are demanding in your shopping habits. Through the correlations, it was shown that there is a positive relationship between the variables. The In Store Marketing can help brands to obtain an added value that allows them to differentiate them from their competitors. And generate high sales. / Trabajo de investigación

根據李郁文(2002)研究，有66%的購買決策是在店內形成，代表店內行銷活動會對消費者購買決策造成影響，進而導致品牌轉換的行為。因此，本研究將以製造商角度出發，專注探討店內行銷活動對消費者品牌轉換決策的影響。 本研究採用便利抽樣方式，抽樣對象為大台北地區在個人用品店購買臉部護膚品的20-49歲女性消費者。選擇屈臣氏及康是美，於2014年5月2日至5月18日展開問卷調查，由訪員先觀察消費者購買行為，當購物完畢後立即上前詢問其受訪意願，篩選條件為本次購買品牌與目前使用品牌不一致。經過三週訪問，總計接觸335位受訪者，回收105份有效問卷。問卷分析採用交叉分析及皮爾森卡方檢定，來瞭解兩個和兩個以上類別或等級變相之間的關係，判定變數之間是否有顯著差異。研究結果發現： 一、根據受訪者購買行為，分為非計畫購買(32%)、計畫購買品類(22%)、變更計畫品牌(37%)、購買計畫品牌(9%)。消費者有極高的比例(91%)是在店內形成購買決定，因此，店內行活動對於消費者品牌轉換決策有很大的影響。 二、店內行銷因素影響消費者購買決策前五名分別為：產品訴求符合需要(80%)、正在有折扣及促銷(76%)、試用後，覺得質地適合自己(59%)、是新品上市，所以想嘗試(36%)、店員、藥師或促銷小姐主動推薦(30%)。 三、消費者購買行為對品牌轉換決策之影響：原使用不同品牌的消費者因產品使用經驗的不同，導致其轉換理由會有所差異。品牌轉換因素的前五名是喜歡嘗試不同的產品(70%)、目前沒有促銷折扣(55%)及產品效用不如預期(50%)、產品質地不適合自己(29%)及銷售人員推薦(18%)。 四、消費者特性對品牌轉換決策之影響：年齡與收入對不同購買行為有顯著差異，而到店時間間隔則沒有顯著差別。非計畫購買者及變更購買計畫者，其年齡與收入較低；購買計畫品牌者，年齡與收入較高。

In my thesis I focus on the in-store marketing from the perspective of the supplier. In the methodological section, I will describe a brief history of this form of advertising, how it developed and where it is going. Because we are in the B2B segment I will subscribe the marketing mix and compare it with the B2C segment. I will introduce the technological tools that are used in this field of business, procedures for the preparation of funds, cooperation with clients, production processes. I will observe the new trends in the present and introduce what to expect in the future. The practical part will present the company Willson & Brown, which has been for many years active in the in - store marketing business designer, manufacturer and supplier of POS materials. I will describe the company's products, technologies that are used in the production. Using the SWOT analysis, I will find out what the strengths and weaknesses of the firm are and what are the opportunities and threats that can challenge the company. I will usea research that was conducted among clients at European level and I will evaluate it. Using the SWOT analysis and the results from the research I will recommend a solution that can help the company grown and possibly lead the European POS market.

Consumers demand for sustainable and ethical products; products that protect the environment as well protect the well-being of workers in every way. Ethical products are a part of sustainability development where companies are obliged to follow guidelines and provide workers with good daily wages and various possibilities to enhance their life. The thesis focuses on ethical consumption and specifically takes a closer look at fair-trade tea. Fair-trade products are produced in a fair way and follow strict guidelines to make sure every worker is cared and provided a respectful life. Due to increase of sustainable products in the market, consumers have become largely aware of the consequences caused by products to the environment. However, when it comes to ethical products, consumers have a disbelief towards unfair situations workers experience. Some consumers believe labor malpractices are often exaggerated and some consumers believe that the victim actually deserves the situation. Even though some consumers would like to contribute, others tend to turn away with a thought that their purchase would not make any significant difference which leads them to not purchase fair- trade products. The thesis explores how and what factors influence such consumers’ minds, with the focus to increase PCE - Perceived Consumer Effectiveness (consumer’s belief that their purchase contributes to a positive outcome). The thesis further examines if PCE directly influences purchase intentions if Belief in Just World and empowering statements influence PCE. Results show that high belief in Just World negatively influences Perceived Consumer Effectiveness. Empowering statements increase awareness on ethical issues and decreases skepticism towards ethical products. The thesis contributes to the theory of PCE and in-store marketing techniques. Triggering PCE at the stores during the point of purchase influences consumers intentions to buy a certain product.

The diploma thesis deals with marketing mix of the online store ESHOP TENNIS, s.r.o. The result of the thesis should be, due to theoretical knowledge and analysis of the current situation, proposals for changes of marketing mix for better marketing communication of the company, conversions growth, the number of customers and better company awareness as well. First part is focused to theoretical level of marketing and its communication, second part analyzes current situation of marketing activities and third part comes with proposals to improve current situation, the conditions of their implementation and evaluate the benefits.

This master thesis focuses on creating a business plan in e-business environment. It presents modern e-commerce options that effectively carry the customers through the purchase process and effective tools for promoting online store. It includes analysis of the external and internal environment, marketing plan and financial plan. The subject of this thesis is the elaboration of a business plan for entrepreneur and development of his online store.

Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales.   Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research.   Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.