In grocery stores today consumers are confronted with endless possibilities and most purchase decisions are made while in the store. This situation provides retailers with a perfect opportunity to influence consumers’ purchase decisions. One of the tools to affect consumers is in-store demonstrations. This book has studied the effect of degree of purchase planning on the result of in-store demonstrations and the effects of in-store demonstrations on sales and brand attitude. A natural experiment in an authentic grocery store environment was conducted in twelve stores throughout Sweden and two products of the same brand were demonstrated. The experiment was conducted according to a Latin Square design and was carried out during a two-week period. The results show that demonstrations do increase sales and brand attitude significantly. Although, the impact varies between different days of the week, different types of consumers and different products. The results of the study provide new knowledge regarding retail marketing, a research area that is still relatively unexplored.

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