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.
Table of Contents
CHAPTER 1 – Introduction
1.1 Problem discussion and research question
1.2 Purpose
1.3 Outline
CHAPTER 2 - Theoretical Framework
2.1 In-store environment
2.1.1 Atmospherics
2.1.2 Point-of-purchase and decorations
2.1.3 In-store TV
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
2.5.5 Conceptual framework model
2.5.6 Hypotheses of the conceptual framework
CHAPTER 3 - Methodology
3.1 Research philosophy
3.2 Research design
3.2.1 Design Type
3.2.2 Research Strategy
3.3 Method of data collection
3.3.1 Structured observation
3.3.2 Structured interviews
3.3.3 Questionnaire
3.3.4 Control group
3.4 Sampling
3.5 Data processing
3.6 Reliability, validity and generalizability
3.7 Limitations
CHAPTER 4 - Empirical Findings
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
4.2.3 T-test Analysis for testing hypothesis H2
4.3 Discussion of the empirical data
CHAPTER 5 - Conclusion
5.1 Managerial implications
5.2 Theoretical implications
5.3 Future research
Thesis Purpose and Research Scope
This thesis investigates whether in-store TV stimuli in retail environments exert a causal influence on the customer-based brand equity of products. The study aims to determine if in-store TV serves as a brand-building tool and identifies which specific dimensions of brand equity are affected by consumer exposure to these digital displays.
- Empirical assessment of the causal relationship between in-store TV exposure and brand equity.
- Measurement of five distinct brand equity dimensions: awareness, perceived quality, associations, uniqueness, and loyalty.
- Distinction between pure impulse purchase behavior and actual brand equity transformation.
- Development of a conceptual framework incorporating antecedent states and store environment variables to ensure internal validity.
- Practical guidance for retailers and brand manufacturers on the effectiveness of in-store digital marketing.
Excerpt from the Thesis
2.5.5 Conceptual framework model
Since the conceptual framework has already been discussed before, just a small remark on what the two main colors in the back mean. The light pink background at the top shows the variables that might influence the consumer before entering the store. All other aspects do have a light blue background which represents the store environment. That means, these aspects have to be considered when the consumer is in the supermarket.
Summary of Chapters
CHAPTER 1 - Introduction: Presents the background of in-store marketing, the specific interest in in-store TV as a contemporary retail technology, and defines the research question regarding its effect on customer-based brand equity.
CHAPTER 2 - Theoretical Framework: Reviews relevant literature on in-store environment, consumer behavior, and brand equity, culminating in the establishment of a conceptual framework and testable hypotheses.
CHAPTER 3 - Methodology: Outlines the positivist research philosophy, the cross-sectional research design, and the quantitative data collection methods, including structured observations, interviews, and the use of a control group in a supermarket setting.
CHAPTER 4 - Empirical Findings: Analyzes the gathered data using regression analysis and t-tests to evaluate the impact of in-store TV on brand equity dimensions and to test the stated hypotheses.
CHAPTER 5 - Conclusion: Summarizes the study's results, confirms the causal link between in-store TV and brand uniqueness, and discusses the resulting managerial and theoretical implications.
Keywords
In-store marketing, brand equity, atmospherics, in-store TV, store environment, consumer behavior, customer-based brand equity, retail, quantitative research, regression analysis, T-test, impulse purchase, Barnängen, point-of-purchase.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the impact of in-store TV advertisements on customer-based brand equity for consumer products within a retail setting.
Which theoretical fields does the study integrate?
The study integrates theories regarding in-store environments, retail atmospherics, consumer behavior, and customer-based brand equity measurement models.
What is the primary goal of the thesis?
The primary goal is to provide empirical evidence confirming whether a causal relationship exists between in-store TV exposure and improvements in brand equity dimensions.
Which research methodology was utilized?
The study uses a positivist, quantitative approach involving structured observations of consumer behavior and structured survey interviews conducted in a Swedish supermarket.
What specific aspects are examined in the main body?
The main body examines antecedent state variables, purchase environment factors, and the direct effect of in-store TV stimuli on brand equity, while controlling for impulse purchase behavior.
Which keywords characterize this work?
Key terms include in-store marketing, brand equity, atmospherics, consumer behavior, and in-store TV.
Did the researchers control for other variables?
Yes, the study accounted for antecedent variables (like time pressure and mood) and purchase environment variables (like packaging and price) to ensure the measured equity change was due to the TV stimulus.
What was the key finding regarding brand equity dimensions?
The study found that in-store TV exposure had a statistically significant impact on the "uniqueness" dimension of brand equity, whereas other dimensions like awareness or loyalty did not show a significant shift.
How was the consumer reaction categorized?
Consumer reactions were categorized into four groups: ignoring the TV, viewing the TV, product not in basket, and product in basket, which helped distinguish impulse purchases from brand equity effects.
- Quote paper
- Christian Üffing (Author), Verena Stasing (Author), 2009, The effect of in-store TV in supermarkets on customer-based brand equity for consumer goods , Munich, GRIN Verlag, https://www.grin.com/document/135009
