Journal article
Influencing Unplanned Discretionary Purchases Through Shopper Marketing: An Exploratory Field Study of Australian Oysters
Journal of International Food & Agribusiness Marketing, Vol.34(3), pp.289-304
2022
Abstract
This paper studies the effectiveness of shopper marketing strategies on influencing unplanned discretionary purchases. This is achieved through a real-world exploratory field study of a retail product, oysters, promoted through a shopper marketing campaign over 10 weeks. In-store demonstrations, presentation trays, information leaflets and posters are employed to influence shopper behavior instore. Data is collected through a triangulation approach from sales reports, consumer responses and retailer interviews. Results indicate that shopper marketing is effective at influencing sales with in-store demonstrations creating the greatest influence.
Details
- Title
- Influencing Unplanned Discretionary Purchases Through Shopper Marketing: An Exploratory Field Study of Australian Oysters
- Authors
- Aimee S Riedel (Author) - University of the Sunshine Coast, Queensland, USC Business School - LegacyMeredith Lawley (Author) - University of the Sunshine Coast, Queensland, USC Business School - Legacy
- Publication details
- Journal of International Food & Agribusiness Marketing, Vol.34(3), pp.289-304
- Publisher
- Routledge
- DOI
- 10.1080/08974438.2021.1883177
- ISSN
- 1528-6983
- Organisation Unit
- USC Business School - Legacy; University of the Sunshine Coast, Queensland; School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99510405102621
- Output Type
- Journal article
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