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The impact of in-store product demonstrations on the consumers’ purchase behaviour

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The impact of in-store product demonstrations on the consumers’ purchase behaviour

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Samenvatting

This study is conducted in order to recommend companies within the technological industry in which circumstances in-store product demonstrations are most beneficial to use. This recommendation is obtained through examining the uses and effects of in-store product demonstrations on the purchase behaviour of the consumer. The literature review defines in-store the uses of in-store product demonstrations and explores all research which was conducted within the Netherlands and outside of the Netherlands. In addition it highlights the key factors of in-store product demonstrations, namely: product experience and face-to-face communication with the demonstrator. Finally, it examines the consumer decision making process and the factors influencing this process. These factors are identified as: purchase intention, product perception, consumer learning, and consumer attitude. The impact of in-store product demonstrations on the consumers’ purchase behaviour was measured next. This was done by examining the effects of the demonstration on said factors influencing on purchase behaviour through a questionnaire. The direct observations of demonstrators and interviews with experts in the field provided information about the circumstances in which the demonstrations are most beneficial to use. Together these research methods provided the answers to the research questions which lead to the overall advice: The use of product demonstrations is most beneficial for companies to implement in-store product demonstrations when products need a boost of attention, or need more visibility. This can either be a new product, a product which needs more awareness, or a product consumers need to be reminded of. Though products with low brand awareness are harder to sell than products with high awareness, the demonstrations still have the desired effect for the brand. Product demonstrations directly cause consumers to listen less to their product perception, the interest of the consumer in the demonstrated product also becomes larger. Other effects are that the product perception rises considerably when having seen a demonstration. The product perception in turn has a large effect on purchase intentions, from this we can conclude that product demonstrations have an indirect effect on future purchases. Furthermore, consumers like the experience and appreciate the personal attention of the consumers.

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OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
Datum2014-06-10
TypeBachelor
TaalOnbekend

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