Demonstrate It's Great!

In grocery stores today consumers are confronted withendless possibilities and most purchase decisions aremade while in the store. This situation providesretailers with a perfect opportunity to influenceconsumers' purchase decisions. One of the tools toaffect consumers is in-store demonstrations. Thisbook has studied the effect of degree of purchaseplanning on the result of in-store demonstrations andthe effects of in-store demonstrations on sales andbrand attitude. A natural experiment in an authentic grocery storeenvironment was conducted in twelve stores throughout Sweden and two products of the same brandwere demonstrated. The experiment was conducted according to a Latin Square design and was carriedout during a two-week period.The results show that demonstrations do increasesales and brand attitude significantly. Although, the impact varies between different days of the week,different types of consumers and different products. The results of the study provide newknowledge regarding retail marketing, a research area that is still relatively unexplored.