The fruit-and-vegetable counter generates many emotions in customers

"Germany: "Visually overstimulating customers prevents sales"

“Is it worthwhile to distinguish between buyers and consumers?” Dr. Gunnar Mau of the SHOPPERMETRICS GmbH & Co.KG asks this question in his lecture "Too healthy to be delicious? Emotions at the POS: Knowledge for a successful fruit and vegetable section" at the 5th German fruit and vegetable congress in Düsseldorf. In a vivid manner the behavioural scientist clarified how the buying behaviour of consumers is influenced at the POS.



“The buyer orients himself by anchors in the environment: what we see determines what we think is reasonable,” Dr. Gunnar Mau explains in his lecture. For instance, he demonstrates how consumers are influenced by the packaging of a product. “If there are more biscuits printed on a package, the consumer will believe he can eat more,” Dr. Mau explains by means of an example from behavioural science.

“One should not visually overstimulate the customer: overstimulating prevents sales,” Mau continues. As an example he brings forth a study on the choice and purchase of different marmalades. Although more people stood still at a broader range of choices, few customers came to an actual decision to purchase.

“Fruit and vegetables transport feelings”
The customer also lets himself be influenced by the principle of reward. “Who does good is also allowed to sin,” the behavioural scientist explains. “Fruit and vegetables transport feelings. This is to say, when someone consumes something bad, afterwards they consume something they connect with something positive. For example chocolate. I want to do good for myself and so I would rather eat an apple.” Mau denounces that the consumption of fruit and vegetables is seen too much as a duty rather than a pleasure.

Mau believes that the close proximity of consumption should direct the attention much more towards the pleasure. For instance, many emotions are released in customers at the POS. These should be pointed at consumption itself. Through colour, images or the packaging.


Dr. Gunnar Mau
SHOPPERMETRICS GmbH & Co. KG
Fruchtallee 23a, 20259 Hamburg
Tel: +49(0)40 432 69 881+49(0)40 432 69 881
info@shoppermetrics.com
www.shoppermetrics.com
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