IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS
B. S. Wijaya, Muchsin Saggaff Shihab, Sheila Ayu Wijaya, Dudi Rudianto, & Annie Sugandi
Abstract
Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying.
Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software.
Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding.
Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers.
Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.
Read more: In-Store Brand Communication
Cite this article: Wijaya, B. S., Shihab, M. S., Wijaya, S. A., Rudianto, D., & Sugandi, A. (2020). In-Store Brand Communication: When Shelf-Space and Display Seduce Consumers. Humanities and Social Science Reviews, 8(4), 984-998. https://doi.org/10.18510/hssr.2020.8495
Why do people ignore the ‘plastic bag diet’ campaign? An Indonesian consumers perspective
B. S. Wijaya, Prima Mulyasari Agustini, Mirana Hanathasia, Dianingtyas M. Putri & A. H. Sutawidjaya
Abstract
As an effort to minimize the climate change impact, reducing plastic waste is urgently needed. Unfortunately, so far this effort has not yielded maximal results, even though the ‘plastic bag diet’ campaign has been intensified. This paper interrogates the reason why Indonesian consumers/shoppers disregarded and did not even care about the campaign. Using Focus Group Discussion, the authors discussed with two groups of different shoppers, namely the regular shoppers and non-regular shoppers. The discussion is divided into three topics. First, the habit of using plastic shopping bags. Second, awareness of avoiding the use of plastic shopping bags. Third, the possibility to adopt an eco-friendly lifestyle. The results show that both regular and non-regular shopper groups do not mind paying 200IDR for plastic shopping bags because it is financially not detrimental, and they are reluctant to bring their shopping bags. Besides being troublesome, some of the participants also considered it old-fashioned. However, non-regular shoppers tend to have an awareness of environmental preservation better than regular shoppers. Therefore, we conclude several factors that cause consumers to ignore the ‘plastic bag diet’ campaign, including functional, social, cultural, and structural reasons.
Full paper access link: Why do people ignore the ‘plastic bag diet’ campaign?
To cite this article (7th APA Style):
Wijaya, B. S., Agustini, P. M., Hanathasia, M., Putri, D. M. & Sutawidjaya, A. H. (2020). Why Do People Ignore the ‘Plastic Bag Diet’ Campaign? An Indonesian Consumers Perspective. IOP Conference Series: Earth and Environmental Science, 423(1). https://doi.org/10.1088/1755-1315/423/1/012009
Dancing with the Impropriety of Media: How Indonesian Consumers Think and Behave towards the Unethical and Illogical Online News
by B. S. Wijaya
Abstract: The rise of online media makes us now everyday are bombarded by a number of online news content which are sometimes unethical and illogical. Without considering the adverse effects it causes, the media continue to treat news consumers with inappropriate content. News consumers as if hypnotized to ‘dance’ following the rhythm of that impropriety. How do news consumers, especially in Indonesia, think and behave towards the issue? This paper captures the voices of consumers and reviews their judgements regarding the ethical and logical discourse of the news provided by online media. Continue reading
Desire and Pleasure in the Branded Reality Show as a Discursive Psychoanalysis
by: B. S. Wijaya*
DOI: 10.22146/jh.v27i1.6406
ABSTRACT
The study of branded reality show is still very limited, especially in the perspective of discursive psychoanalysis. In fact, the phenomenon of reality show is currently growing in the television industry, so brands are inspired to create similar programs. This paper aims to analyze the desire and pleasure of success that are presented and disclosed by branded reality show ‘Diplomat Success Challenge’ on a national TV channel in Indonesia. Using discursive psychoanalysis approach in the Lacanian perspective, author found that participants in the ‘Diplomat Success Challenge’ saw competitors (other participants) as ‘other’ in imaginary phase which is the object of desire in having the pleasure of success, Continue reading
KORUPSI KOMUNIKASI
Oleh: Bambang Sukma Wijaya
Secara sederhana, komunikasi pada dasarnya adalah proses penyampaian pesan. Pesan tersebut membawa muatan makna dari pengirim kepada penerima melalui suatu medium tertentu. Makna tersebut ‘dibaca’ oleh penerima kemudian diresponi dalam bentuk tindakan komunikasi berikutnya. Jadi komunikasi adalah proses berbagi dan menciptakan makna secara simultan melalui interaksi simbolik manusia. Komunikasi merupakan proses sosial di mana individu-individu menggunakan simbol-simbol untuk menciptakan dan menginterpretasikan makna dalam lingkungan mereka (West & Turner, 2007). Continue reading
