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.

This diploma thesis is focused on strategic brand building of brand Signal. A complex research of all important issues has been made. It is an overall overview of oral care market in CZ, set up Signal status in this market.

Den snabba teknikutvecklingen har lett till att allt fler fysiska butiker läggs ner eller backar i vinstsiffror, vilket lett till att de klassiska mellanhänderna har hamnat i en problematisk situation. Butikschefer har märkt av denna förändring och även ledningsfunktioner inom större koncerner som exempelvis H&M. Därför har denna studie som mål att analysera varför butikskedjor i högre grad inte ställt om till Internethandel, samt hur butikschefer ser på framtiden för de fysiska klädbutikerna.Tidigare forskning har visat att många faktorer påverkar en konsuments shoppingvanor i dagens konsumtionssamhälle och hur dessa vanor ändras över tid. Forskare påstår även att en djupt rotad företagskultur kan göra nödvändiga organisationsförändringar svåra om det är nödvändigt. Vi har valt att göra intervjuer med butikschefer för att sedan tolka och analyserahur dessa bemöter förändringen inom klädbranschen på grund av utvecklingen med ehandel. Totalt intervjuades 8 butikschefer vars respons på intervjufrågorna analyserades.Slutsatsen är att butikscheferna har hög tilltro till sin egen verksamhet trots utvecklingen med e-handeln, då butikscheferna anser att e-handeln inte kan konkurrera med kundvärdet som servicen ger i butik. Vårt antagande är att även organisationerna som helhet har levt med denna tro, och att detta kan vara anledningen till att mellanhänderna inte ställt om till e-handel tidigare. / The rapid technology advancement has led to more and more physical stores closing down or backing in profit figures. In turn, this has led the classical intermediaries into a problematic situation. Store managers have noticed this change of events, and also top management within larger groups, such as H&M, are aware of this. Therefore, this study aims to find out why stores have not changed to e-commerce to a greater extent, and how store managers look to the future of the physical clothing stores.Previous research has shown that many factors affect a consumer’s shopping habits in today's consumer society, how these shopping habits change over time, and how a deeply rooted corporate culture can make necessary organizational changes difficult. In this study, we have done in-depth interviews with store managers, and then interpret and analyze whatthese managers said, to get a good overview how these store managers deal with the changes that are occurring in the clothing industry due to e-commerce. In total, 8 store managers were interviewed and whose responses were analyzed with an analysis model formed in a thematic order in contrast with the theories we used in the study.We can conclude that the store managers have high faith in their own business despite the development of e-commerce. The store managers firmly believe that e-commerce cannot compete with the value that services provides in stores. Our assumption is that the organizations as a whole have lived with this belief, and that this may be the reason why the intermediaries have not switched to e-commerce earlier.

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.

Made available in DSpace on 2016-10-13T14:10:21Z (GMT). No. of bitstreams: 1 Heloisa Kazuko Omine.pdf: 4223131 bytes, checksum: 630ed4cd4d50174f7c30da42afe57ce8 (MD5) Previous issue date: 2015-03-31 / This project study investigates the narratives process, specifically how visual effects are presents in fast fashion system wholesale stores, in this study, stores located in Shopping Megapolo Moda, Brazilian first fashion specialized wholesale shopping. The subject of investigation presents the store environment as a space where images and stories can be constructed being part of a fashion obsolescence phenomena, in which the fashion system accelerates products renovation. All the same, the narratives created in this environment showing ephemeral or permanents scenarios can be studied displaying the fashion trends as a cause of this programed obsolescence. This study intend to demonstrate the visual merchandising as a results of a narrative structured plan, even if, not always prearranged as a chronicle. As a results, the study presents possibility for a method development for visual narratives that can be applied as a model for fast fashion wholesale stores. / Este projeto de pesquisa tem por intuito investigar como as narrativas visuais são aportadas nas lojas de atacado de moda fast fashion, situadas no Megapolo Moda, primeiro shopping center de atacado especializado em moda do país. Seleciona o segmento de moda, e mais especificamente, a loja de atacado de moda fast fashion para a investigação, uma vez que nelas se apresenta o fenômeno da moda como prática de obsolescência programada e acelerada de produtos; sendo esses ambientes, locais propícios para se investigar a produção comunicacional através da construção de narrativas visuais permanentes ou efêmeras que vinculadas aos temas de tendências de moda da estação e adotando os recursos de visual merchandising estabelece o processo de obsolescência programada. O trabalho apresenta como resultado a estruturação de um quadro esquemático de narrativa visual que permite verificar como essas narrativas estão contidas nos ambientes de loja de atacado de moda fast fashion, mesmo não tendo sido intencional. O resultado demonstra que há sim, a possibilidade do desenvolver uma metodologia de narrativas visuais, a partir do quadro esquemático, e efetuar a aplicação da mesma como estratégia comunicacional da loja de atacado fast fashion.

O setor varejista vem passando por profundas mudanças com o intuito de se adequar a uma realidade cada vez mais competitiva, e os serviços vêm ocupando lugares de destaque por sua contribuição no processo de agregar valores aos consumidores. A satisfação dos consumidores em relação a esses serviços também é fundamental para que os varejistas alcancem suas realizações. Assim, torna-se essencial entender como certos conceitos como a qualidade do serviço e a imagem da loja influenciam na formação da satisfação desses consumidores. Embora existam muitas pesquisas relacionadas a esses conceitos, pouco se tem estudado sobre a relação entre eles. Esses estudos se tornam ainda mais raros quando inseridos no contexto dos serviços automotivos ainda que este represente um setor em desenvolvimento. A importância do setor automotivo e dos relacionamentos entre os conceitos acima mencionados foram estímulos para o objetivo deste trabalho que foi analisar o papel da qualidade do serviço e da imagem da loja na satisfação dos consumidores de serviços automotivos. Para que esse objetivo pudesse ser alcançado, foram realizadas revisões da literatura sobre a qualidade dos serviços, a imagem da loja, a satisfação dos consumidores, o setor automobilístico no Brasil e a relação entre a satisfação dos consumidores, a qualidade dos serviços e a imagem da loja. A pesquisa de campo foi realizada em duas etapas: num primeiro momento, foram coletados dados através da aplicação de questionários enviados por correio eletrônico e também aplicados a estudantes de graduação. Para a confirmação desses dados, realizou-se um grupo focado com consumidores de serviços automotivos. Os resultados obtidos demonstraram que, além dos aspectos da qualidade do serviço, os aspectos relacionados à imagem da loja também desempenham um importante papel na formação da satisfação dos consumidores de serviços automotivos. / The retail store has been going through deep changes in order to fit into a reality which is becoming more and more competitive, and the services have been more important to add value to consumers. Consumer satisfaction related to these services is also fundamental for retailers to reach their goals. Therefore, it is essential to understand how certain concepts such as service quality and retail store image influence consumer satisfaction building. Even though there are many researches related to these concepts, there are few studies about their relationship. These studies are even more rare when it comes to the automotive service context, yet it is a developing sector. The importance of the automotive sector and the relationship between the concepts mentioned before led to the objective of this dissertation which is to analyze the service quality role and the retail store image role in the process of consumers satisfaction building related to automotive services. In order to achieve this goal, a literature review about service quality, store retail image, consumer satisfaction, the automotive sector in Brazil, and the relationship among consumer satisfaction, service quality, and retail store image was made. The research was divided in two steps: questionnaires were both sent by E-mail and also answered by undergraduate students. To confirm these data, a focused group of automotive service consumers was formed. The results showed that not only the service quality aspect but also the retail store image aspects have an important role in the process of building consumers satisfaction related to automotive services.

Ces dernières années, le développement continu des marques de distributeurs (MDD) a abouti à un marché composés de trois grands segments de consommateurs : (i) ceux qui sont fidèles aux marques nationales, (ii) aux marques de distributeurs et (iii) ceux qui combinent les deux. Pourquoi ce dernier groupe de consommateurs migrent-t-il d’une marque nationale vers une marque de distributeurs et inversement ? A notre connaissance, aucune étude n’a été menée sur cet aspect de la concurrence entre marque nationale et MDD. Les travaux de recherche en marketing ont surtout étudié les changements entre marques nationales ou le choix des MDD. Or, le comportement migratoire entre les deux types de marques peut représenter jusqu’à 20% des comportements d’achat (source : Panel MarketingScan). L’objet de cette thèse est donc de proposer un cadre théorique permettant de comprendre la migration entre les deux types de marques. Nous analysons l’influence des variables relatives à la marque (ou des références) et à la catégorie de produits tout en tenant compte des différences individuelles (observées et non observées) entre les ménages et les enseignes. Nous utilisons comme cadre empirique le panel Angevin de la Société MarketingScan. Nous élaborons pour cela un modèle de choix avec coefficients aléatoires et facteurs latents (Latent Factor Random coefficients Multinomial Logit Model) permettant de contrôler l’hétérogénéité entre les ménages. Les résultats montrent que le type de MDD (marque enseigne ou marque propre) a une influence à la fois sur la migration vers et le rachat des MDD. Le prix reste toujours important dans la concurrence entre les deux types de marques. Une plus grande disponibilité des références au niveau de la marque de distributeurs permet d’attirer plus de consommateurs. Toutefois, une forte présence de MDD réduit la satisfaction des consommateurs à l’égard de l’assortiment et les pousser à migrer vers les marques nationales. / For the last years, the consistent development of store brands or private labels has resulted in a market composed of three segments: customers who are national brand loyal, (ii) store brand loyal and (iii) those who combine store and national brands. So the question becomes: why does the latter group of consumers migrate from a national brand to a store brand and vice versa? To our knowledge, no study has been conducted about this aspect of national brand and private label competition. The research in marketing has mainly studied brand switching between national brands and the choice of store brand. However, migration between the two types of brand might account for up to 20% of the purchase behaviours (source: MarketingScan panel). The purpose of this dissertation is to suggest a theoretical framework to understand the migration between the two types of brands. We analyzed the influence of variables at the brand and SKU, and product category levels, while accounting for the (observed and unobserved) individual and store specific factors. Our empirical analysis is based on the panel data from MarketingScan. We developed a Latent Factor Random Coefficients Multinomial Logistic Model that allows us to control for unobserved heterogeneity. We showed that the type of store brand had an influence on both the migration and the behavioural loyalty to store brand. The price is still important in the competition between private labels and national brands. Greater availability of SKUs at the brand level promotes migration to store brands, which helps them capture additional purchases. Nevertheless, a strong presence of private labels in a product category reduces consumer satisfaction with the assortment and consequently causes households to migrate to national brands.

På grund av de senaste årens ökade konkurrens inom detaljhandeln har det blivit allt mer nödvändigt att på olika sätt differentiera sig från sina konkurrenter. Ett viktigt verktyg för företagen kommer bli hanteringen av informationsteknologiska strategier. Frågan företagen bör ställa sig är hur de ska lyckas med dessa strategier. Syftet med denna studie är därför att undersöka om informationsteknologiska lösningar kan integreras i en fysisk butik på ett sådant sätt att det skapar mervärde för kunder.Teorin utgår ifrån nyckelorden konsumentbeteende och upplevt värde. Det upplevda värdet har operationaliserats och ligger vidare till grund för studiens sju hypoteser. För att finna svar på studiens syfte har en kvantitativ undersökning gjorts, vilket mer specifikt utgjorde observation och enkät i en fysisk butik. Enkätens genomförande innebar att respondenterna först fick i uppdrag att scanna en QR-kod och ta del av informationen i den, därefter fick de svara på ett antal frågor.Resultaten från enkätstudien visar att respondenterna är positivt inställda till QR-koder i fysiska butiker, dock krävs det att de på något sätt blir introducerade till QR-koden. Genom att erbjuda information som respondenterna normalt inte har tillgång till vid ett butiksbesök visar resultatet att QR-koden ökar den upplevda effektiviteten och bekvämligheten. Emellertid uppskattar respondenterna inte effektivitet i form av att betala en vara med QR-koden för att slippa stå i kassakö, däremot kan QR-koden minska behovet av personlig service. Slutsatsen av resultaten är att QR-koder ökar det upplevda konsumentvärdet i fysiska butiker.Denna studie är baserad på ett icke-sannolikhetsurval, på grund av detta är det av intresse att i framtiden genomföra en större studie med ett representativt urval. Viktigt att ta i beaktning gällande resultaten är att dessa kan vara påverkade av undersökningens kontext som innebär ett påhittat scenario. Slutligen presenterar denna uppsats ett antal förslag på hur företag inom detaljhandel ska förhålla sig till informationsteknologiska lösningar för att öka det upplevda kundvärdet. / Program: Civilekonomprogrammet

Svenskarna handlar allt mer kläder och intresset för mode och kläder är större än någonsin.Bara produkten räcker dock inte för dagens konsument, utan platsen där den inhandlas har fåttallt större betydelse för kundens shoppingupplevelse. De olika faktorer som påverkar kunden ibutik brukar samlas under konceptet butiksatmosfären. Atmosfären ska, för att på bästa sättstimulera kunden, byggas utefter människans fem sinnen, syn, känsel, doft, smak och hörsel.Tidigare forskning har fokuserat på hur aktiviteter i butiksmiljön fungerar inom vanligdetaljhandel. Vi har i vår uppsats valt att undersöka hur dessa tidigare rön skulle gå atttillämpa på secondhandbutiker, som skiljer sig från detaljhandeln bland annat genomproduktutbud. Secondhand har på senare tid fått mycket uppmärksamhet och det finns idag ettökat intresse för återanvändning av kläder.Syftet med uppsatsen är att analysera möjligheterna för secondhandverksamheter att arbetamed butiksatmosfären för att skapa en mer tilltalande butik. Vi vill utarbeta en förståelse förhur butiksatmosfärsstrategier, utarbetade och framforskade för detaljhandeln, kan appliceraspå secondhandbutiker, för att öka försäljning samt locka en bredare målgrupp. Uppsatsen haren kvalitativ utformning och är baserad på en fallstudie av tre fallföretag inomsecondhandhandeln. Datainsamlingen har skett genom intervjuer med informanter från de treföretagen, Judits, Myrorna och Röda Korset, samt genom observationer i butiksmiljön.Empirin har analyserats utifrån analysmodellen utformad i den teoretiska referensramen,vilken grundas på hur man tilltalar människans olika sinnen i butik.De ekonomiska och kreativa förutsättningarna skiljer mycket mellan fallföretagen, men vi harfunnit att man med enkla medel kan skapa en mer inspirerande och tilltalande miljö. Genomatt fokusera på att tillfredsställa människans olika sinnen kan man jobba med doftminimering,lämplig musik, lättillgänglighet och visuellt tilltalande skyltningar och displayer. Butikensmiljö ska tydligt förmedla butikens image till kunden. Genom dessa åtgärder kan man bådelocka nya kunder till butiken, och ta ut högre priser för sina varor. För butiker med en ickemodeintresserad personal kan en instruerande ”butiksmanual” hjälpa. Det är dags för butiksinnehavarna inom andrahandsindustrin att sätta butiksmiljön i första hand - det vinner både kunderna och de själva på. The Swedes are buying more and more clothes, and interest in fashion and clothes is greaterthan ever. The product alone is not enough to satisfy consumers today, and the place wherethe product is purchased has become increasingly important for the shopping experience. Thevarious in-store factors that affect and influence the customer are described as atmospherics.The atmospherics should be designed and adopted so as to best stimulate the customerthrough its five senses, sight, touch, smell, taste and hearing. Previous research has focusedon how activities in atmospherics have affected consumers in the ordinary retail environment.In this essay we have investigated how these previous findings could be applied to secondhand stores, which differ from the retail sector, especially when it comes to the product range.Second hand has recently received much attention and there is currently an increased interestin the re-use of clothing.The purpose of this paper is to analyse the possibilities for second hand businesses to workwith atmospherics to create a more attractive store. We want to develop an understanding ofhow the strategies for atmospherics developed, through research, for the retail sector can beapplied to second hand stores, to increase sales and attract a wider audience. The thesis has aqualitative nature and is based on a case study of three companies in second hand trade. Datahas been collected through interviews with informants from the three companies, Judits,Myrorna and the Red Cross, and through observation in the store environment. Empirical datais analysed according to the analysis model designed in the theoretical framework, which isbased on how to, in-store, appeal to the human senses.The financial and creative conditions differ widely between the case companies, but we havefound that they can create a more inspiring and attractive environment with simple means.They should focus on satisfying the various human senses, which could be done by workingwith smell minimization, appropriate music, ease of access and visually appealing displaysand windows. The store environment has to clearly convey the store image to the customer.These actions can both attract new customers to the store, and allow them to charge a higherprice for their goods. For stores with a non-fashion-conscious staff, an instructional "shopmanual" could help. It is time for shop owners in the second hand industry to put the storeenvironment first - it will benefit both themselves and their customers. / Program: Textilekonomutbildningen

Thesis. 1975. M.C.P.--Massachusetts Institute of Technology. Dept. of Urban Studies and Planning. / by Brian Yoneoka. / M.C.P.