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Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries

Twum, K.K., Yalley, Andrews ORCID: https://orcid.org/0000-0003-0822-3316, Nyarku, Masu, K.M., Ibrahim, M. and Manful, G. (2022) Aesthetics Response to Point-of-Purchase Advertising and Purchase Intentions of Groceries. In: Anning-Dorson, T, Hinson, R.E, Coffie, S, Bosah, G. and Abdul-Hamid, I.K., (eds.) Marketing Communications in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies, 2 . Cham, Palgrave Macmillan, pp. 223-246

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Point-of-purchase advertising is a common marketing promotional tool in influencing consumer purchase behaviour within the retail store environment. Point-of-purchase promotions are used by marketers in an attempt to gain consumers’ attention and influence their purchases in emerging markets. However, the efficacy of point-of-purchase materials in emerging markets remains unexplored. Using the stimulus–organism–response as a theoretical base, this chapter examines the shoppers’ evaluation of point-of-purchase material advertising and how their responses influence purchase intentions of a grocery product. The study was conducted in a grocery store in a shopping centre. The shopper’s evaluation of the marketing aesthetic (point-of-purchase material) was measured using Kaplan’s four dimensions of mystery, coherence, complexity, and legibility. The results of the structural equation modelling found that dimensions of mystery, coherence, complexity, and legibility all influence purchase intentions. The findings imply the need to design point-of-purchase materials that have higher levels of aesthetic features. In emerging markets, marketers in the retail sector must attempt to include many aspects of aesthetic features in developing marketing promotions. The study contributes to the literature on consumers’ aesthetics responses to point-of-purchase materials in emerging markets.

Item Type: Book Section
Status: Published
DOI: https://doi.org/10.1007/978-3-030-81337-6_10
Subjects: H Social Sciences > HF Commerce
School/Department: London Campus
URI: https://ray.yorksj.ac.uk/id/eprint/9636

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