Assessing the Long-Term Effect on Sales and CSR of a Nutrition Marketing Strategy in the Retailing Environment
| Autor: | Maria Grazia Cardinali, Benedetta Grandi, Silvia Bellini |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
030505 public health
business.industry media_common.quotation_subject 05 social sciences Marketing strategy 03 medical and health sciences Intervention (law) Work (electrical) Order (business) 0502 economics and business Loyalty Corporate social responsibility 050211 marketing Term effect Business Marketing 0305 other medical science Reputation media_common |
| Zdroj: | International Business Research. 12:94 |
| ISSN: | 1913-9012 1913-9004 |
| DOI: | 10.5539/ibr.v12n11p94 |
| Popis: | The present work aims to implement a ‘healthy checkout’ in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective. A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where all the unhealthy products have been removed from the checkouts. Both sales analysis and shoppers attitudes towards the intervention have been studied. Sales data have been analyzed for the ‘healthy checkout stores’ vs ‘traditional checkout stores’, and customers have been interviewed at the end of the shopping trip five months after the implementation. Our findings show that developing a healthy checkout can have a positive impact on sales, retailer’s reputation in terms of perceived CSR, and loyalty to the store. The present work provides some interesting results about the long-term effect of an in-store marketing strategy that aims to promote health among customers. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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