An Exploratory Investigation Into the Role of Shelf-Edge Signage in Urban Grocery Consumers' Decision-Making Behaviour

This exploratory investigation conducted within the context of South African grocery retail outlets describes the informational value of shelf-edge signage in urban consumers’ decision-making processes. The findings of this qualitative study emphasize the role of such in-store signage in providing price-, product- and retail-related information in grocery consumers’ limited decision-making processes. Yet, it is also evident that the value of such signage diminishes when consumers engage in habitual decision-making. Furthermore, retailers should take note of the adverse effects of blocking mechanisms that inhibit the use of such signage on consumers’ potential grocery shopping behaviour.

Citation:

Nadine Sonnenberg and Dalleen van der Merwe (2006) ,"An Exploratory Investigation Into the Role of Shelf-Edge Signage in Urban Grocery Consumers' Decision-Making Behaviour", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 48-49.