The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer the following main question: is the mental process that leads to the choice of the private label similar to that developed for the industrial brand? The experiment...

<em>Direct communication through self scanner</em> (by Beatrice Luceri) - ABSTRACT: The paper explain the causal research results carried out to check in store communication efficacy, during the shopping trip and as regards assortment. Self scanner is the communication medium employed. Cognitive aims...

Lo studio indaga il comportamento di acquisto cross-format nel settore dei beni di largo consumo. L’obiettivo è mettere in relazione il numero di canali di acquisto utilizzati con un insieme di caratteristiche riferite al consumatore, secondo l’approccio costi- benefici. I dati di un...

<em>The paper analyzes assortment influence on consumers grocery purchasing behaviour</em> - The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the...

The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive...