Syftet med den här uppsatsen är att se om hyllplacering i vertikalled är en faktor som påverkar en konsuments prisuppfattning av varan i fråga. I denna kvantitativa studie så undersöks detta fenomen på kaffeförpackningar och diskmedel. För att undersöka detta så genomfördes en enkät-undersökning på 100 personer som fick svara på bakgrundsfrågor om bland annat sina köpvanor, samt skatta pris och lyx-faktorn på 3 bilder och totalt 45 produkter. Undersökningen visade mycket men inte att hyllplaceringen hade någon betydande inverkan på prisuppfattningen. / The purpose of this paper is to see if shelf-space is a factor influencing a consumer's price perception of the product in question. This quantitative study examined this phenomenon in coffee packaging and detergent. To examine this, a questionnaire survey was answered by 100 people who were asked questions about their background and their purchasing habits, and also estimate the price and the luxury factor of three images and a total of 45 products. The survey showed a lot but not that shelf-space had any significant influence on price perception.

Submitted by Marcelo Sant'Anna (marcelos@fgvmail.br) on 2010-07-20T19:55:28Z No. of bitstreams: 1 dissertVF.pdf: 409746 bytes, checksum: ca7db8bc8077f795d693bed9b119adac (MD5) / Approved for entry into archive by Andrea Virginio Machado(andrea.machado@fgv.br) on 2010-07-22T12:27:19Z (GMT) No. of bitstreams: 1 dissertVF.pdf: 409746 bytes, checksum: ca7db8bc8077f795d693bed9b119adac (MD5) / Made available in DSpace on 2010-07-23T19:33:54Z (GMT). No. of bitstreams: 1 dissertVF.pdf: 409746 bytes, checksum: ca7db8bc8077f795d693bed9b119adac (MD5) Previous issue date: 2010-07-07 / We develop a model to study shelf space allocation in retail. Retailers compete for consumers not only choosing prices but also by the space allocated to each product on shelves. Our approach depart from the existing literature on shelf allocation, as we model the problem of price setting and shelf allocation in an oligopolistic retail market. We present a simple model of retail competition in which prices are dispersed in the crosssection of stores but shelf allocation is not.

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Title: “A Study of Factors That Affect Green Purchase”   Due to the environmental issues, green products have got more attention during the latest years and the availability of such products is increasing in many food stores. The appearance of eco-label assists the consumers in the store to buy eco-friendly products which are less harmful to the environment. Eco-labels which are frequently available in the food stores are; The Nordic eco-label (Svanen), Krav, The Euro Flower, MSC label (Marine stewardship council) and Bra Miljöval.  Governments in some countries are supporting these labels to ensure the sustainable development and a better quality of life for everyone, and for the generations to come. A question, which arises here, is that what compels the consumers to choose eco-labelled products over conventional ones. We have short-listed several factors during literature review which can influence the consumers green purchase behavior and these factors are; Eco-motivation, Eco-knowledge, Gender, Peer influence, Price and Shelf space.    The purpose of this study is to get a deeper understanding of the factors that can affect green purchase of food products in the store. Thus our main research question that we want to answer with our study is: “Which are the most important factors that influence the purchase behavior of eco-labelled products?” Along with this main research question we are also interested to know if ‘shelf space’ is an important factor that can affect the consumer’s choice of eco-labelled products in the store. Due to lack of data there is still no clear understanding about the role of shelf space in the purchase decision of green products. To answer these questions we will investigate all these factors and try to understand their influence on consumer green purchase behavior.  This quantitative study is carried out in Umeå, Sweden with 150 respondents and focuses mainly on the food market consumers. We stand on objectivist position for this study and we believe that cross-sectional research design is most suitable to fulfill our research purpose. We developed several null hypotheses and for this purpose we distributed our research questionnaire at the entrance of different super markets in Umeå, Sweden to collect our data from the respondents. We applied convenience sampling with simple quota to this research. We evaluated the gathered data with help of SPSS. Results proved that eco-motivation and shelf space plays vital role (positive correlated) in the purchase decision of eco-labelled products. We have provided statistical evidence that eco-motivation and shelf space induce actual purchase of green products. Eco-knowledge shows to induce interest in eco-labelled product but does not help in actual purchase of eco-labelled products. Surprisingly price and gender has not shown any influence on the consumer green purchase. We believe that our findings and recommendations can contribute in the area of consumer’s ecological behavior research. Due to our sampling technique (convenience) and small size of our respondent we cannot generalize the results of this study.   Key words: Purchase decision, Green marketing, Eco-labeling, Shelf space, Eco-motivation, Eco-knowledge, Gender, Price, Peer influence

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<p>In today's retail environment, there are many consumer packaged goods (CPG) in the same category with various brands and differential products under the same brand. These differential products appear in different dimension sizes, display facing areas, purchasing costs and selling prices which are competing for a limited space in retail store shelves. Product assortment and space allocation of the chosen products to a limited shelf space is becoming more and more important for retailers. In this thesis we critically review the existing literature of shelf space allocation optimization models and solution techniques. We then propose a comprehensive model for shelf space allocation for a product category. Products are allocated to a two-dimensional area of a shelf section where a shelf section consists of multilevel vertical shelves. We account for adjustable shelf heights and product and brand integrity in a shelf section. Unlike the existing optimization models in the literature, we model our demand not only as a function of the space allocated to a product, in terms of the number of display facings, but also as a function of vertical product location in a shelf section and price sensitivity. Stackability of the products is also considered and products can be stacked depending on their package. Our objective is to maximize the retailer's daily gross profit. We numerically show that incorporating price changes and adjustable shelf spaces can have major impacts on the retailers' profit. Finally, we provide directions and suggestions for future research in this growing area of research.</p> / Master of Applied Science (MASc)

This thesis includes three self-contained projects: In the first project Bidding strategies and their impact on the auctioneer's revenue in combinatorial auctions, focusing on combinatorial auctions, we propose a simple and efficient model for evaluating the value of any bundle given limited information, design bidding strategies that efficiently select desirable bundles, and evaluate the performance of different bundling strategies under various market settings. In the second project Retailer shelf-space management with promotion effects, promotional investment effects are integrated with retail store assortment decisions and shelf space allocation. An optimization model for the category shelf-space allocation incorporating promotion effects is presented. Based on the proposed model, a category shelf space allocation framework with trade allowances is presented where a multi-player Retailer Stackelberg game is introduced to model the interactions between retailer and manufacturers. In the third project Supply-chain oriented robust parameter design, we introduce the game theoretical method, commonly used in supply-chain analysis to solve potential conflicts between manufacturers at various stages. These manufacturing chain partners collaboratively decide parameter design settings of the controllable factors to make the product less sensitive to process variations.

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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.