Shopping Missions, Store Layouts and their Interplay on Consumer Behavior
PhD Thesis Description
Aim of this PhD thesis is to investigate the effect of the placement of products to retail stores on consumer behavior. Moreover, the moderating role of shopping missions, i.e. the underlying consumption need(s) of a single store visit, which results in purchasing products that reflect this need, on the above relationship is examined. Specific questions that we will seek to answer are:
• How can shopping missions, i.e., the underlying consumption needs of store visits, be identified from the knowledge hidden in POS data?
• What is the effect of store layout on unplanned buying and other consumer behavioral intentions?
• Which are the underlying theoretical mechanisms that mediate the effect of store layout on unplanned buying and other consumer behavioral intentions?
• Which is the moderating role of shopping missions on the effect of store layout on unplanned buying and other consumer behavioral intentions?
This PhD thesis seeks to utilize theoretical and methodological tools from both the marketing and information systems disciplines.
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|Address:||Evelpidon 47-A & Lefkados 33 Room 801, GR-11362, Athens, Greece|
Professor Georgios I. Doukidis
Associate Professor Katerina Pramatari