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An in-store experiment: How shelf position (central vs. extremes) affects buying tendency of customers.

  • Important prior studies regarding customers purchasing behaviour proved that customers tend to avoid products showing extreme deflections in attributes and feel more comfortable purchasing articles with a balance in attributes (compromise option). Hence, for marketers, supermarket chains etc., it can be of an advantage knowing whether this effect can also be measured or even be amplified in where the spatial middle of a shelf is occupied with the compromise option. We hypothesized that the tendency towards the compromise option, eventually even higher in the spatial middle position, can also be observed in an in-store experiment with real-life circumstances. In order to fulfil our study, we worked with a hardware store in southern Germany. In total, we sold 610 items consisting of 5 different products with each 3 alternatives. The result corroborated our hypothesis partly as it showed in some cases, the compromise option was indeed preferred when in the middle of a choice set. Nevertheless, in many cases, products on extreme position with “extreme” attributes were preferred. Leading to the conclusion that other factors like the brand may have higher importance in purchasing decisions.

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Author:Youcef Zine Bensid
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/09/15
Release Date:2021/09/16
Tag:Compromise option; Cusomer behaviour; Extremeness aversion; Spatial middle
Page Number:40
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Andere/Other
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt