Assessment 1_MARK936_5504466.pdf - ANNOTATED BIBLIOGRAPHY...

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ANNOTATED BIBLIOGRAPHY CONSUMER BEHAVIOUR – MARK936 Topic: How does store layout and design influence consumer behaviour? Undertake secondary research of academic journal articles to explore how retailers use in-store marketing to draw attention to their products, motivate purchase and increase sales? Provide examples of point-of purchase displays and other merchandising techniques that marketers use to enhance the store environment. Student’s name: Trang Huyen Thi Nguyen Student number: 5504466 The impact of In-store marketing on Consumer Behaviour
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The impact of in-store marketing on consumer behaviour 2 I. Introduction It is explored that 76 percent of grocery shoppers’ buying decisions are unplanned and made in grocery stores (POPAI 2013, cited in Gabrielli et al. 2014, p.311). Currently, retailers have implemented different in-store activities so as to enhance shoppers’ shopping experiences, to encourage shoppers to buy products, and thus to boost sales. However, shoppers’ buying behaviour varies in different countries. Hence, “which in- store marketing activities can positively impact local shoppers’ purchase behaviour?” is a thorny question of marketers. This paper aims to explore how successful in-store marketing activities in different countries were to make an inner movement in shoppers’ heart and motivate them to make purchase decision.
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The impact of in-store marketing on consumer behaviour 3 II. Article Entry 1. Katole, HJ & Sangvikar, BV 2012, ‘A study of consumer purchase behaviour in organized retail outlets’, Journal of Business and Retail Management Research , vol. 7, No. 1, pp. 40-47. Katole and Sangvikar (2012) investigate Indian consumer behaviour in relation to shoppers’ favourite stores, spending patterns, salesman services, reasons for going shopping in retail outlets, and store layout. The result indicates that Indian shoppers choose retail outlets as a shopping destination owing to price discount, and product availability, and store layout and consumer purchase behaviour have no strong correlation. The study only draws out an overview of Indian shoppers’ buying behaviour. However, the authors do not specify why shoppers acted that way by providing a more thorough literature review and detailed discussion. Furthermore, not testing shoppers’ behaviour towards different store layout in specific retail outlets, laboratory experiments may probably fail to illustrate whether store layout influences shoppers’ behaviour positively. Regardless of price discount, product quality, and spending pattern, the authors only briefly demonstrate that consumer purchase behaviour and store layout have no strong correlation in India. They do not provide any underpinning theories to dig deeper into why there is no strong correlation between consumer purchase behaviour and store layout in India. Thus, the brief conclusion of the correlation between consumer
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