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.
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.
Nadine Sonnenberg, North-West University, South Africa
Dalleen van der Merwe, North-West University, South Africa
AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006
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