Background/Problematization: Many purchase decisions are made in-store and one wayof influencing the decision making process is through signs. Signs are said to drawattention to the product on which they are placed and result in increased sales. Sale signsare widely used to influence purchase decisions, but are there other types of signs that canimpact the purchase decision? Recommendations have also shown to affect consumer’spurchase decisions. However, most of the research within the subject have been done on thepower of social influences from friends and family, e.g. strong-tie relationships. Howrecommendations from experts (e.g. weak-tie relationships) can influence purchases is lessresearched, especially which type of recommendation sign have the most effect. Purpose: The purpose is to examine and map how different types of signs on shelvesrelated to staff recommendations for specific products affect their sales. Method: The scientific approach of the study is deductive and the corresponding researchmethod is a quantitative study with an experimental design and a descriptive focus. Anexperiment was executed in a supermarket on 28 products to test stimuli with differentlevels of information concerning staff recommendations with the use of signs. Result/Conclusion: The result showed only one stimuli to have significantly increasedsales. The stimuli consisted of adding a name of a specific staff member to therecommendation sign. The increase in sales might however have been caused by otherfactors than the applied sign as the outbreak of Covid-19 resulted in changed consumerbehavior at the time of the experiment. The results showed that no significant differences insales could be seen according to the number of alternatives each product had. This mighthowever be a result of the tampered data caused by the changed consumer behavior.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-172271 |
| Date | January 2020 |
| Creators | Mirbashiri, Clara, Möller, Linnea |
| Publisher | Linköpings universitet, Företagsekonomi, Linköpings universitet, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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