Changing purchasing habits through non-monetary point of sale strategies: the case of Australian oysters.

Lawley, M., Birch, D. and Johnson, L., 2016. Changing purchasing habits through non-monetary point of sale strategies: the case of Australian oysters. Journal of Retailing and Consumer Services, 33 (Nov), 194 - 201.

Full text available as:

[img] PDF
Changing Purchasing habits.pdf - Accepted Version
Restricted to Repository staff only until 14 March 2018.
Available under License Creative Commons Attribution Non-commercial No Derivatives.

143kB

DOI: 10.1016/j.jretconser.2016.09.001

Abstract

In Australia, oysters are perceived as luxury products or are reserved for special occasions, making their consumption infrequent. Point of sale (POS) strategies can encourage consumers to increase purchase frequency. This paper reports the results of a field trial conducted for the Australian oyster industry to increase oyster purchase frequency. Five non-monetary POS strategies were trialled over 16 weeks in seven specialty seafood stores. While issues with store POS strategy compliance made evaluation difficult, sales increased by 15-20%; the most effective strategy was in-store sampling. Management and staff commitment to the POS campaign positively impacted results.

Item Type:Article
ISSN:1873-1384
Uncontrolled Keywords:Point of sale (POS), seafood, consumer behaviour, retailing
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:24733
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:19 Sep 2016 13:31
Last Modified:19 Sep 2016 13:31

Downloads

Downloads per month over past year

More statistics for this item...
Repository Staff Only -