The effect of in-store TV in supermarkets on customer-based brand equity for consumer goods

Master's Thesis , 2009 , 63 Pages , Grade: B

Business economics - Offline Marketing and Online Marketing

The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. The aim is to verify if a causal relationship between in-store TV and brand equity exists.

The underlying research philosophy of this thesis is positivism. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels.

The empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity.

The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.

Inhaltsverzeichnis (Table of Contents)

• CHAPTER 1 – Introduction.
• 1.1 Problem discussion and research question
• 1.2 Purpose
• 1.3 Outline
• CHAPTER 2 - Theoretical Framework.……………………………..\n
• 2.1 In-store environment.
• 2.1.1 Atmospherics.............
• 2.1.2 Point-of-purchase and decorations...\n
• 2.1.3 In-store TV..\n
• 2.2 Consumer Behavior.
• 2.3 Brand equity.
• 2.4 Other influences on customer-based brand equity
• 2.5 Conceptual framework
• 2.5.1 Excluding influential variables...............
• 2.5.2 In-store TV screen as stimulus.
• 2.5.3 Customer-based brand equity........
• 2.5.4 Consumer behavior response..\n
• 2.5.5 Conceptual framework mode............
• 2.5.6 Hypotheses of the conceptual framework.....
• CHAPTER 3 - Methodology.
• 3.1 Research philosophy.
• 3.2 Research design..\n
• 3.2.1 Design Type..........\n
• 3.2.2 Research Strategy..\n
• 3.3 Method of data collection..\n
• 3.3.1 Structured observation.
• 3.3.2 Structured interviews.
• 3.3.3 Questionnaire.
• 3.3.4 Control group..\n
• 3.4 Sampling...\n
• 3.5 Data processing..\n
• 3.6 Reliability, validity and generalizability
• 3.7 Limitations.......\n
• CHAPTER 4 - Empirical Findings............\n
• 4.1 Sample distribution......
• 4.2 Testing the conceptual framework: variables and hypotheses
• 4.2.1 Regression Analysis for testing the antecedent states....
• 4.2.2 T-test Analysis for testing hypothesis H1..\n
• 4.2.3 T-test Analysis for testing hypothesis H2.\n
• 4.3 Discussion of the empirical data......\n
• CHAPTER 5 - Conclusion.........
• 5.1 Managerial implications
• 5.2 Theoretical implications.
• 5.3 Future research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis explores the effects of in-store television on customer-based brand equity in retail environments. The study aims to determine if exposure to in-store TV advertising influences brand equity perception among consumers. Key themes investigated include:

• The impact of in-store TV on brand equity
• The role of atmospherics and in-store environment in shaping consumer behavior
• The influence of in-store TV as a stimulus on customer-based brand equity
• The measurement and assessment of customer-based brand equity
• The application of quantitative research methods to analyze the relationship between in-store TV and brand equity

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the research question and outlines the purpose and structure of the thesis. Chapter two provides a theoretical framework by discussing in-store environment, consumer behavior, brand equity, and other influences on brand equity. It also presents a conceptual framework to guide the research, outlining the relationship between in-store TV, customer-based brand equity, and consumer behavior responses. Chapter three details the methodology employed, including the research philosophy, design, data collection methods, and analysis techniques. The data collection process involved structured observations and structured interviews with a sample of 169 consumers. A control group was used to compare brand equity levels. Chapter four presents the empirical findings obtained through the data analysis. It examines the relationships between variables and tests the hypotheses using regression and t-test analysis. Chapter five draws conclusions based on the empirical findings, highlighting managerial and theoretical implications, and suggesting directions for future research.

Schlüsselwörter (Keywords)

The primary focus of this thesis revolves around the interplay between in-store marketing, brand equity, and consumer behavior, with a particular emphasis on the influence of in-store television on brand equity perception. Key terms include: in-store marketing, brand equity, atmospherics, in-store TV, store environment, customer-based brand equity, consumer behavior, and quantitative research methods.

• College: Lund University
• Grade: B
• Authors: Christian Üffing (Author), Verena Stasing (Author)
• Publication Year: 2009
• Pages: 63
• Catalog Number: V135009
• ISBN (eBook): 9783640422364
• ISBN (Book): 9783640422005
• Language: English
• Tags: Retail Marketing, In-store Marketing, Brand Equity, In-store TV, Atmospherics, Store Environment