Practise packaging and shelf position, customer- or competitor-focused selling and buyer-decision stages through applied studies, scenarios and evaluation.
From the key study by Becker et al. (2011) on food package design:
Describe two of the dependent measures (variables) used in this study.
Describe two of the dependent measures (variables) used in this study.
Syllabus: 2.4.1 Key study on food package design and taste perceptions: Becker et al. (2011).
Award 2 marks for a detailed description.
Award 1 mark for a partial description.
Definitive answers:
- taste intensity evaluation (1) (sharp, bitter and mild) were measured on a 7-point scale (2)
- product evaluation ( 1 ) measuring attitudes towards the product (superior, eye-catching, high-quality) measured on a 7 -point scale (2)
- price expectation ( 1 ) measured by asking 'what they thought the price would be' (measures in Euros) (2)
NOTE: 7 point scale: 'not at all' to 'very much so'.
Kabir is setting up a store selling clothing in a shopping mall. He wants to encourage people to enter his store and purchase clothing.
Suggest two ways that Kabir can encourage people to enter his store, using your knowledge of store choice, including demographics (e.g. age and gender).
For each way:
Award 2 marks for a detailed outline of the application linked to the context. Award 1 mark for a basic outline of the application.
Likely suggestions
Age:
30-40 and 41-50 - convenience important (near mall entrance)
25-40 - merchandising important (good variety, price and quality;
high levels of stock)
25-40 - appealing (good lighting, attractive displays, comfortable)
30-40-good service (short queues, gives credit, home delivery, good manners)
Middle age (not younger or 50+) preference for patronised stores (loyalty programme, mailing list to keep in contact with regular customers to send special offers, events, etc.)
Gender - Men prefer
Convenience (close to entrance of shopping mall)
Layout of store - Have similar items grouped together so that it easy for a male customer to quickly find the item they wish to purchase.
Put popular items at front of store so that men can quickly find the item of clothing, pay and leave
Have the area to pay clearly signposted.
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Any demographic acceptable. Both suggestions can refer to one demographic
(e.g. both suggestions to attract men to the store).
Do not credit features of the store that would appeal to any age group or gender.
Example reference for age and gender
Sinha et al. (2002)
Reference for social class -
Albert Loudon and David Della
Britta, Consumer Behavior : Concepts and Applications
PUBLISHED
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Women prefer
Merchandise (good variety, price and quality;
high levels of stock) - variety of products as women like to compare brands
Patronised stores/stores they regularly shop in (loyalty programme, mailing list to keep in contact with regular customers to send special offers, events, etc.)
Credit given to any demographic - Alternatives could include social class
Customers prefer to shop at stores that 'fit' their social class. Store should advertise to indicate their social-class status of the store. A greater percentage of lower-class women favoured discount stores than did women in the middle or upper classes. The attraction to high-fashion stores was directly related to social class. Broad-appeal stores were more attractive to the middle class
Age examples -
30-40 year olds are attracted to stores that they patronise frequently. (1) Kabir could have a loyalty programme that offers discounts to repeat customers or have a mailing list where events such as a fashion show could be held at the store to attract customers to return. (1)
Having a member of staff at the entrance to the store to greet customers and keeping queues for changing rooms and payment short (1) will also help to attract 30-40 year olds who rate level of customer service highly when choosing a store. (1)
Examples for gender:
To attract men to the store, Kabir could design the layout of his store so that similar items are grouped together. (1) This will make it easier for men to quickly find what they are looking for as men want to 'grab and go' when shopping. (1)
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To attract women to the store, Kabir needs to offer a wide range of women's
clothing with a lot of stock of various sizes and styles. (1) This is because women will be attracted to a clothing store with a good selection of
merchandise. (1)
Example for social class -
If Kabir wishes to attract working class women he should hire staff from the
local area and train them to be friendly with the customers. (1) This is because working class women value personal relationships and shop along known, friendship lines. (1)
Other appropriate responses should also be credited.
The central gaze cascade effect in positioning a product has been investigated using eye-tracking.
Outline the findings of one study that has used eye-tracking to investigate the central gaze cascade effect (e.g. Atalay et al., 2012).
Syllabus: 2.4.1 attention and shelf position including planograms, central gaze cascade effect, use of eye-tracking, including a study, e.g. Atalay et al. (2012).
Marks: Award 2 marks for a detailed outline.
Award 1 mark for a partial outline.
Answers may include:
- A centrally located brand within a product category is chosen more often even when it is not placed in the centre of the shelf or the visual field (2).
- [Atalay study] horizontal centrality on choice was found across three different studies and product categories (vitamins, meal replacement bars, and energy drinks) (2).
- Brands in the horizontal centre receive more visual attention (1).
- There is an initial central fixation bias, a tendency to look first at the central option (1), and a central gaze cascade effect, progressively increasing attention focused on the central option right prior to decision (2).
- A product is more likely to sell if it is placed centrally on a shelf (1).
Other appropriate responses to be credited.
Suggest one way to investigate the central gaze cascade effect, other than using eye
tracking.
Suggest one way to investigate the central gaze cascade effect, other than using eye-tracking.
Award 2 marks for an appropriate suggestion stated and applied to study with detail / elaboration / example.
Award 1 mark for an appropriate suggestion identified but not applied.
Answers may include:
- Conduct an experiment (type) (1) and ask participants to choose an item from a shelf where there is a central item (2).
- Give a questionnaire or interview (format and/or technique) (1) to ask participants where they first look when looking at a product on a shelf (2).
- Conduct an observation (at least one of: covert, structured, controlled, non-participant) (1) with various product layouts to investigate which item is chosen (2).
NOTE: EOG acceptable (if justified);
EEG and fMRI 0 marks as cannot measure eye movement
Other appropriate responses to be credited.
Explain two weaknesses of using eye-tracking to investigate the central gaze cascade effect.
Up to 2 marks for each weakness ×2.
Award 2 marks for an appropriate weakness stated and applied as required by the question with detail / elaboration / example.
Award 1 mark for an appropriate weakness stated but not applied.
Answers may include:
- participants can choose to look in whatever direction they wish - they know their eye movements are being tracked (1) and so data on central gaze is false (2)
- there may be cultural differences in where people are socialised to look (1) so generalisations about central gaze cannot be made (2)
- data gathered is where the participant has looked but it does not provide an explanation of why that person has looked in a particular direction (2) which restricts the evidence of why people look centrally (2).
Other appropriate responses to be credited.