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Systematic Differences in Test Results across Real vs. Virtual Shopper Laboratory Stores

Desmet, Pierre; Traynor, John (2010), Systematic Differences in Test Results across Real vs. Virtual Shopper Laboratory Stores. https://basepub.dauphine.fr/handle/123456789/5979

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plugin-DRM2010_17.pdf (302.9Kb)
Type
Document de travail / Working paper
Date
2010
Publisher
Université Paris-Dauphine
Series title
Cahier de recherche DRM
Series number
2010-17
Published in
Paris
Pages
37
Metadata
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Author(s)
Desmet, Pierre
Traynor, John
Abstract (EN)
To limit the risk of failure in marketing initiatives while preserving confidentiality, businesses employ tests carried out in shopper laboratory stores. Compared with real market testing, real or virtual tests in such stores can reduce costs, and facilitate implementation and control of the environment. This study confirms that tested in ‘real’ or ‘virtual’ environments, product and brand image evaluations bear comparison. However, it reveals significant differences in behavioural indicators supporting non-substitutability of data collection methods: virtual shopping behaviour is not real shopping behaviour. Shoppers spend more time in the virtual aisle, attention to price and prompted product recall are strongly modified, and there are major differences between regular buyers (more likely to buy their usual product in a virtual environment) and infrequent buyers.
Subjects / Keywords
market analysis and response; experimental research; information processing; laboratory store; virtual store; shopper insights; packaging survey; price survey; new product survey; purchase behaviour
JEL
M31 - Marketing

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