Affecting Consumer Behaviour to Increase the Willingness to Purchase More Fruit

The purpose of this study is to examine the change in consumer behaviour regarding the intention towards buying fruit when the layout of the fruit section has been altered. We want to increase the probability of making impulse purchases by altering the layout. In our study we have combined structured quantitative observations with structured quantitative as well as qualitative interviews, with secondary data in the form of sales data from two selected ICA-stores. We chose to use this triangulated approach in order to cross-examine our findings and overcome the limitations of one method by the use of another. Further, the Latin square design was used for the observations as a means to acknowledge the calendar effect during the experiment. The theories this study is based upon are within consumer behaviour and in-store marketing. The theoretical framework demonstrates how consumer behaviour is constructed and influenced through decision making, the type of purchases and the overall store environment. Conclusion: Moving the position of the bananas from the front to the back of the fruit section does result in a loss of sales for bananas but there is an increase in the sales of apples, pears and citrus fruits, however, this could be a short term effect. The customer’s route around the store is not affected by the change in layout. Tendency towards impulse buying is increased from altering the layout, although the mood of the customers often changes from positive to confused and negative