BRAND PLACEMENT AND CONSUMER CHOICE: AN IN-STORE EXPERIMENT

Authors


Reykjavik University, Ofanleiti 2, 103 Reykjavik, Iceland (e-mail: valdimars@ru.is).

Abstract

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 results confirm the importance of item placement as a factor in consumers' buying behavior.

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