How does the store flyer design and content features influence consumer behavior?

dc.contributor
Universitat de Barcelona. Facultat d'Economia i Empresa
dc.contributor.author
Prediger, Maciel
dc.date.accessioned
2019-11-20T08:43:40Z
dc.date.available
2019-11-20T08:43:40Z
dc.date.issued
2019-11-15
dc.identifier.uri
http://hdl.handle.net/10803/667921
dc.description
Programa de Doctorat en Empresarials
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dc.description.abstract
Store flyers have an extraordinary importance to marketing management and contribute to a retailer's performance (Ziliani and Ieva, 2015). They influence the intentions to visit a store, affect the purchase of advertised and unadvertised products (Burton et al., 1999), improve sales volume of store brand products (Gázquez-Abad and Martínez-López, 2016), and contribute to better selling margins and profits (Volle, 2001). Therefore, retailers and packaged-good manufacturers, who are willing to pay to have their brands featured, are increasingly using store flyers as the primary vehicle for advertising their assortments, promoting new products, and communicating price specials to consumers (Gázquez-Abad et al., 2014; Gijsbrechts et al., 2003). Using store flyers, retailers can directly communicate with consumers, and influence preferences and behaviors throughout the stages buying cycle, both at home and in store (Gázquez-Abad and Martínez-López, 2016; Mimouni Chaabane et al., 2010). We offer herein an improved understanding of how the features of the store flyer design and content features influence the consumer’s perceived variety of the retailer’s assortment, as a dimension of its global image. We evaluated the effect of different store flyer design scenarios on the intentions to visit the store and buy (especially a store brand product) and how the perceived store image and variety of the retailer’s assortment can moderate such buying decisions. We also evaluated how different store flyer designs and content features are used by consumers in their heuristic decision-making process to visit the store and buy, according to the principle of energy efficiency. Our findings are relevant to both researchers, manufacturers, and retailers. Besides improving the efficiency of store flyers, the new findings will allow the development of environmentally friendly store flyers. This study is the first to delve into the influence of the store flyer design on consumers’ behavior after actually glancing through the store flyer. Although there are previous studies on store flyers that used experiments, most of them were based on econometric models at the aggregate level. This is the first study to combine a between-subjects design with a conjoint analysis.
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dc.format.extent
176 p.
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dc.format.mimetype
application/pdf
dc.language.iso
eng
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dc.publisher
Universitat de Barcelona
dc.rights.license
ADVERTIMENT. L'accés als continguts d'aquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials d'investigació i docència en els termes establerts a l'art. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix l'autorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No s'autoritza la seva reproducció o altres formes d'explotació efectuades amb finalitats de lucre ni la seva comunicació pública des d'un lloc aliè al servei TDX. Tampoc s'autoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs.
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TDX (Tesis Doctorals en Xarxa)
dc.subject
Publicitat
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dc.subject
Publicidad
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Advertising
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Disseny gràfic
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Diseño gráfico
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dc.subject
Graphic design
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dc.subject
Conducta dels consumidors
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dc.subject
Conducta de los consumidores
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dc.subject
Consumer behavior
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dc.subject.other
Ciències Jurídiques, Econòmiques i Socials
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dc.title
How does the store flyer design and content features influence consumer behavior?
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dc.type
info:eu-repo/semantics/doctoralThesis
dc.type
info:eu-repo/semantics/publishedVersion
dc.subject.udc
339
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dc.contributor.director
Huertas García, Rubén
dc.contributor.director
Gázquez-Abad, Juan Carlos
dc.contributor.tutor
Huertas García, Rubén
dc.embargo.terms
cap
en_US
dc.rights.accessLevel
info:eu-repo/semantics/openAccess


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