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Ämne/Kurs: Kandidatuppsats, Medie- och Kommunikationsvetenskap, 15 hp Syfte: Syftet är att undersöka en specifik förpackning, i det här fallet produkten “Jabu’she”, om den förpackningen uppfyller vad som krävs för att kommuni cera sitt varumärke genom marknadskommunikativa uppgifter.  Detta för att se om varumärket är den viktigaste grafiska nyckelkomponenten på den förpackningen.  Metod: Detta är en kvantitativ undersökning, utförd med en datorstödd enkät.  Studien har arbetat med en metod framtagen av DeukSoo Kim. Teoretiska perspektiv: I teorikapitlet behandlas de teoretiska utgångspunkter som ligger till grund för det valda problemområdet; Marknadskommunikation med vikt på Point of Purchase och Visuell kommunikation med vikt på Visuell Hierarki Slutsats: Studien visar hur Jabushés förpackning uppfyller de visuellt hierarkiska och marknadskommunikativa uppgifter som ställs på en förpackning vid Point of Purchase. / Course: Bachelor thesis in Media and Communication Science Purpose: The purpose with this bachelor essay is to examine a specific package, in this case the product Jabu’she, if the package fulfil what is needed to communi cate its brand thrue marketing communication.  This, to see if the brand is the most important graphic cue element on the package. Methodology: This is a quantitative survey, executade with an computerbased questionaire. The study used a method developed by DeukSoo Kim. Theoretic  framework: This study use theories from Marketing Communication with emphasis on Point od Purchase and Visual Communication with the emphasis on hierarchy. Conclusion: The Study shows how Jabushés package answer to the visual and marketing communication requirements that is set upon a package at Point of Purchase.

The aim of this thesis is to determine whether there has been a change in buying behavior of customers over the previous two years, when a similar research was done within my bachelor's work done. This thesis is divided into 3 parts. The first part concerns the theoretical description of the decision-making process of customers, defining the types of retail sales and also deals with private-brand and organic food. The second part is devoted to the development of the Czech retail market in the past few years, the current situation on the Czech market and outlines possible future developments. The third section includes a detailed description of the shopping opportunities in the district of Tabor and an evaluation of my research, that was realised on basis of the questionnaire confrontation of obtained results with the data from previous research. The whole thesis is finished by evaluation and summary of the results which have been identified in carried out research. There are suggestions at the end where the observed results could be applied directly in practice.

This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.

Made available in DSpace on 2016-04-29T13:17:59Z (GMT). No. of bitstreams: 1 Dissertacao Fabio Parucker.pdf: 908833 bytes, checksum: cade17bb9b7a9c18bedb34b88711ab46 (MD5) Previous issue date: 2006-05-29 / One of the most used Marketing tools for the influence of the consumers` choice is the point-of-purchase merchandising, whith which one attempts to dettach the product in an universe of very similar options. From the behavioral analytical point of view the point-of-purchase merchandising could be seen as a stimulus control in which subjects (consumers) respond (choose varied goods) diferentially in the presence or absence of the exteroceptive stimulus. To test this set of contingencies six experimental subjects were used, all of them adult, male, Wistar rats, experimentally naive at the beggining of the experiment. The bar pressure response was first modeled in all subjects. They were distributed into three groups. During the first part of the experiment, each group was trainned to respond in one bar and was exposed to multiple or mixed schedule of reinforcement in which VI were alternated with CRF as a function of an amount of reinforces obtained. Groups VsCn and VnCs were exposed to multiple schedules in which the stimulus (light) was associated with VI and CRF respectively, whilst group VnCn was exposed to a mixed schedule of reinforcement with no presentation of the stimulus. During second part of the experiment, all subjects were exposed to a reinforcement schedule conc VI VI to determine the base line of responding when two identical options of operanda were available to the subject. During this part of the experiment, the stimulus was not presented. During the third part of the experiment the reinforcement concurrent schedule was maintained and the stimululs were presented randomically over one of the bars to evaluate the control exerted over the pressing bar response. The results of groups VsCn and VnCs show that the stimulus has acquired certain control over the responding. Subject 85 responded more in the bar over which the stimulus was presented. This fact was not repeated by subject 86, whose responding was rather controlled by the position of the bar. The analysis of the control group (VnCn) data show that there has been a development of control by the stimulus only when it was presented over the bar which the subject demonstrated preference to during part 2 of the experiment. Group VnCs responded more on the Bar 1 in the post-presentation periods of the stimulus, suggesting that the control by past history with the stimulus was stablished, i.e., it was determining on the present responding of the subjects having been exposed to multiple schedules with the stimulus paired with CRF condition. The analysis of control group data (VnCn) shown that there has been a development of control by the stimulus during part 3 only when it was presented over the bar with which the subject developed a preference during part 2 / Uma das ferramentas mais utilizadas pelo Marketing para influenciar a escolha do consumidor é o merchandising no ponto de venda, em que se busca destacar o produto em um universo de escolhas muito parecidas entre si devido a um processo de populariazação das tecnologias produtivas. Do ponto de vista analítico-comportamental, o merchandising no ponto de venda pode ser considerado como uma produção de estímulo ao qual os sujeitos (consumidores) respondem (escolhem bens variados) diferencialmente na presença ou na ausência do estímulo exteroceptivo. Para testar esse arranjo de contingências foram utilizados seis sujeitos experimentais, ratos adultos da raça Wistar, ingênuos experimentalmente no início do experimento. A resposta de pressão à barra foi modelada em todos os sujeitos que foram distribuídos em três grupos. Na primeira fase do experimento, cada grupo foi, então, treinado a responder em uma barra e exposto a esquemas múltiplos ou mistos de reforçamento em que se alternavam VI e CRF em função de uma quantidade fixa de reforços obtidos. Os grupos VsCn e VnCs foram expostos a esquemas múltiplos em que houve o pareamento do estímulo luminoso com VI e com CRF respectivamente, enquanto o grupo VnCn foi exposto a um esquema de reforçamento misto em que se alternou o VI com CRF sem apresentação do estímulo luminoso. Na segunda fase do experimento, todos os sujeitos foram expostos a um esquema de reforçamento concorrente VI VI para se determinar a linha de base do responder quando duas opções idênticas de operanda estavam disponíveis ao sujeito. Nesta fase, o estímulo luminoso não foi apresentado. Na terceira fase, manteve-se o esquema de reforçamento conc VI VI e apresentou-se o estímulo luminoso aleatoriamente sobre uma ou outra barra durante períodos de dois minutos para avaliar quanto controle o estímulo estaria exercendo sobre a resposta de pressionar a barra. Os resultados do grupo VsCn mostram que o estímulo luminoso exerceu um certo controle sobre o responder dos sujeitos. O sujeito 85 respondeu mais na barra sobre a qual foi apresentado o estímulo luminoso, fato que não se repetiu com o sujeito 86, cujo responder foi mais controlado pela posição da barra. O grupo VnCs respondeu mais acentuadamente na Barra 1 nos períodos pós-apresentação do estímulo luminoso, sugerindo que houve o estabelecimento de controle por parte da história anterior do sujeitos com o estímulo luminoso, ou seja, terem sido treinados em esquema múltiplo, onde a condição de não luz foi pareada ao CRF foi determinante no responder atual dos sujeitos. A análise dos dados do grupo controle (VnCn) mostrou que houve o desenvolvimento de controle pelo estímulo luminoso apenas quando ele foi apresentado sobre a barra em que o sujeito demonstrou preferência na Fase 2 do experimento, ou seja, o controle do estímulo luminoso sobre o responder só foi exercido na Fase 3 quando a apresentação coincidiu com a barra pela qual o sujeito tinha demonstrado preferência na Fase 2

Decision making for fast-moving consumer goods involves a choice between numerous similar alternatives. Under such demanding circumstances, a decision is made for one product. The decision is dependent on the interaction between the environment and the mind of the consumer, both of which are filled with information that can influence the outcome. The aim of this dissertation is to explore how the mind and the environment guides attention towards considered and chosen products in consumer decision making at the point-of-purchase. Consumers are equipped with several effort reduction strategies to simplify complex decision making. The selection of strategies can be conscious or automatic and driven by information in the environment or the mind of the decision maker. The selected decision strategy reduces the set of options to one alternative in an iterative process of comparisons that are fast and rely on perceptual cues to quickly exclude irrelevant products. This thesis uses eye-tracking to explore this rapid processing that lacks conscious access or control. The purpose is to explore how product packaging and placement (as in-store factors), and recognition, preferences, and choice task (as out-of-store factors) influence the decision-making process through visual attention. The results of the 10 experiments in the five papers that comprise this thesis shed new light on the role of visual attention in the interaction between the environment and the mind, and its influence on the consumer. It is said that consumers choose with their eyes, which means that unseen is unsold. The results of this thesis show that it is just as important to be comprehended as it is to be seen. In split-second decision making, the ability to recognize and comprehend a product can significantly impact preferences. Comprehension stretches beyond perception as consumers infer value from memory structures that influence attention. Hence, the eye truly sees what the mind is prepared to comprehend.