In-store retail environment â?? A study if placement of ecological products has an impact on sales and attitudes towards buying.

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The purpose of this thesis is to investigate whether placement, using a special display, of ecological products, will have an effect on consumer buying behaviour and thereby sales of these products. When talking about sales we refer to the amount of ecological products that are being bought, habitual and unplanned, as a response due to the placement of the products in-store. To further elucidate the purpose, the thesis will focus on if the placement of the products itself will have an impact on the customers?? attitude towards buying ecological products. A deductive approach was applied where we did a quantitative study using triangulation to receive data to reveal if the placement of ecological products had any effect on the sales of these products. The data was collected from quantitative questionnaires, observations and sales data from selected ICA Kvantum stores. The S-O-R model worked as the foundation for other theories in our framework. The stimuli part (S) consists of theories concerning atmosphere, placement and display. The emotional part (O) consists of theories built on how the environment can affect the customers?? feelings and emotions within the store environment. Also theories on different factors that influence purchase decisions are described where the factors like attitude towards a specific behaviour, influence of others and factors that ease the final purchase are discussed. In the final part of the S-O-R model, the response part (R) consists of theories on what the customers actually perceive in the store environment and how a decision process is made within a grocery store, especially unplanned purchases and habitual purchases. Our conclusion was that placement of ecological products in-store has an impact on sales on these products; however we can not confirm th...