Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. Actual sales data were calculated automatically by a computer that monitored sales as the individual brands were passed over a laser scanner that read the universal product code for each package.
Extra line-up We placed the target brand of Consumer behaviour for potato chips chips in a large extra line-up at the entrance of the stores. The target brand was not placed in a specific location by the experimenters during baseline, and other variables e. Experimental Design We used an alternating treatments design Falcomata et al.
The extra line-up was a large display at the entrance of the store with facings, containing the target brand of potato chips. This was also Consumer behaviour for potato chips to detect if there were any extraneous variables in the store that could have a bearing on the sales of the target brand or the other brands in the potato chips category.
Response Definitions and Measurement The dependent variable was percentage of units sold of the target brand, which was calculated by dividing the units sold of the target brand by the units sold of the 24 brands of potato chips in the store. This was done to minimize threats to internal validity attributable to the order of interventions.
One method of assessing the effects of shelf placement on consumer behavior is to manipulate the placement of items on shelves in stores and measure consumer behavior.
Other important marketing mix variables McCarthy, or analogical concatenated matching factors Killeen,such as brand amount, quality, packaging, and promotions in the product category were kept constant or did not change significantly.
Sufficient supply of both the target brand and the other brands was kept in the stores throughout the experiment. The relative sales of the target brand became more stable when the shelf placement manipulation was introduced.
Consumer behaviour for potato chips included data on percentage of units sold of the target brand of potato chips during a baseline phase prior to the alternating treatments phase to provide data on units sold of the target brand of potato chips in the absence of controlled experimentation.
The purpose of the present study was to evaluate the effects of shelf placement on consumer purchases of potato chip brands. Number of packages presented at the front, visible to consumers, consisted of facings, as the width of the line-up comprised of seven packages and the height was 16 rows.
The price of the target brand was kept constant throughout all conditions of the in-store experiment, and the cost of most of the other brands remained constant.
The target brand of potato chips also continued to be placed on the regular shelves. Photographs were taken to confirm correct placement of the target brand. The sequence of shelf placements low, middle, and high shelves was semirandom, meaning that the same intervention did not occur more than three times in a row.
Baseline We calculated relative sales of the target brand against the rest of the potato chip product category before any intervention took place. By contrast, in-store experiments are well known in marketing practice i.
The target brand of potato chips was an international brand with a salty taste, and the other brands were of similar type salty or had other flavors e. This article has been cited by other articles in PMC. Shelf placement We placed the target brand on one of three different shelves low, middle, high for each period of the in-store experiment Friday to Sunday or Monday to Thursday.
In addition, we collected data on purchases of potato chips from an extra line-up, which is a large display of a single brand at the entrance of the store. The brand facing was the same for each shelf, in that the target brand always had the same amount of shelf space eight packages presented at the front of the shelf.
Relative sales of the target brand were highest when it was on the middle shelf. Procedure The in-store experiment baseline, shelf placement, extra line-up took place from February 1 to May 21, Surprisingly, in-store field experiments e.
Researchers checked each store at least once per day to ascertain that the product placement was implemented and recorded correctly. However, these findings are based on proprietary research i.
In fact, shoppers looked at the brands positioned in the center of the shelf nine times more than those placed in the corners. Finally, we also presented data on units sold when the target brand of potato chips was in an extra line-up following the manipulation of shelf placement.
Even though research usually supports the claim that placing brands on the middle shelf increase sales, this relation has not been demonstrated unequivocally e. Shelf height the height of the shelf from the floor was the same in both stores for the low 24 cmmiddle cmand high cm shelves.
For example, Gaur and Fisher examined the practices of 32 large U. Received Mar 2; Accepted Mar This proportion was grouped into periods that consisted of unit sales from Friday to Sunday or Monday to Thursday to control for fluctuations in sales due to day of the week e.
METHOD Participants, Setting, and Product Data refer to the sales volume of every brand in the potato chip product category 24 brands, including the target brand sold in two budget stores in Reykjavik, Iceland. The marketing mix is designed to stimulate and influence consumer demand for brands by manipulation of variables associated with the brands e.Mar 02, · An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips.
Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The. We Rahul and Preeti Singh of IMS Ghaziabad of BBA (semIV) hear by certify that the project made on “COMPARITIVE STUDY ON CONSUMER BUYING BEHAVIOUR OF LAYS POTATO CHIPS” in the Academic year is true and original to the best of our knowledge/5(24).
For example, a consumer looking for a potato chips.
There are alot of different brands of potato chips that offer different flavour, such as Pringles, Lay's, Ruffles, ect. Consumer tend to evaluate and monitor the size, quantity, quality and price of the product, from their knowledge that they had about the goods.
A study of Consumer behavior with reference to Brand Lay’s. Lay's is the market leader in the potato chips product category. In this paper an attempt has been made to study the various. Essay about Consumer Behaviour Towards Lays Products Lays Classic potato chips contain potatoes, healthier oil, and salt.
Consumers buy lays classic potato chips because of the fufilling taste, crunchy and salty. Lays' potato chips have. CONSUMER PREFERENCES IN PURCHASE OF READY TO EAT SNACKS-BRANDED POTATO CHIPS Dean Martin C.* and Baby Joseph** ABSTRACT Snack food is an impulse in which an element of indulgence is required.
The consumer buys To analyse the behaviour of customers in the purchase of ready to eat snacks (Potato Chips) in Thrissur District.Download