Impact of different types of in-store displays on consumer purchase behavior

• المؤلفون الرئيسيون: HAN, Yoonju, CHANDUKALA, Sandeep R., LI, Shibo
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2021
• الموضوعات: Displays; Bayesian hierarchical models; Optimization; Marketing; Sales and Merchandising
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/6915; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7914/viewcontent/DisplayOct2021_sv.pdf
• المؤسسة: Singapore Management University

Research on consumer in-store shopping behavior does not account for the existence of different types of display locations (e.g. storefront, store rear, secondary, front end cap, rear end cap, and shelf displays). This article focuses on accounting for and understanding the impact of various display...