“Customer perception towards effectiveness of floor advertisements in organized retail

“Customer perception towards the effectiveness of floor advertisements in organized retail”, by Mithun Shrivastava, Navdeep Saini, and Arvind Pinto, in International Journal of Business and Management Invention, ISSN (Online): 2319 – 8028, Volume 3, Issue 1, January 2014, PP.11-19 Advertisements play a significant role in consumer decision making related to products/ services. In fact, the customer perception gets influenced in different ways in varying degree in response to advertising stimuli presented by marketers, especially in the context of the multitude of advertising tools and techniques applied by organized retail sector in the domain of point of purchase ads. One such technique that has gained the attention of supermarkets and/ or hypermarkets is the use of floor advertisements. This study is perhaps a maiden attempt in Oman’s organized retail sector and attempts to investigate/ examine customer perception towards the effectiveness of floor ads used in organized retail outlets. For the said purpose, primary data was collected by administering a structured undisguised questionnaire amongst 100 respondents in Oman. The impact of select factors which are expected to contribute significantly to floor-ad effectiveness, viz.; floor- ad recall, floor-ad persuasiveness, attitude towards floor-ad, and floor-ad attractiveness has been examined. Further, the impact of floor-ad effectiveness on customers’ purchase intention as well as on his/ her word of mouth intention has also been examined. Structural equation modeling based on partial least square method was used to determine path coefficients in the proposed structural model. Based on the findings, it could be concluded that all relationships examined as per proposed structural model were found to be significant at 95% confidence level, except the relationship indicating the impact of the floor-ad recall on floor-ad effectiveness. This study is expected to help marketers make informed decisions related to channelizing advertising budgets concerning floor-ads in the organized retail sector, besides providing some useful insights to other scholars in the phenomenon similar or related to the domain of research. The Task: Evaluate the journal article with specific consideration of the following: •Title •Abstract •Introduction •Theory •Method •Results •Contribution •Overall assessment      

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