Influence of consumer’s standing point on final product choice

Summary in the original language of the document

Nowadays retailing market is already saturated. In supermarkets, shelves are full with multitude of products. One of the main challenges retailers are facing is to allocate efficiently products on the shelves. By using horizontal positioning, during the experiment different brands of products from one product category were placed on the shelves. Based on the literature, horizontal positioning is unconscious for consumers and researchers still are not aware of effectiveness of central or edge positions on the shelves. So by changing products central position shouldn’t have an effect on product choice, because consumer’s standing position towards the shelf makes product central towards the consumer. With 2X2 fractional factorial design, four different conditions had been applied, in order to measure how consumer’s standing position would have changed towards the shelf and correspondingly influence on final product choice. The main finding of the thesis shows influence of standing position on final product choice when chosen product was positioned in front of them, or when the product was noticed from the first time and stimulating standing position.