Differences in purchasing behaviour between physical and virtual laboratory stores

Abstract

In operational terms (cost, implementation), a virtual 3D laboratory store offers an attractive alternative to a physical laboratory store for testing in-store marketing initiatives (packaging, price or other). Comparing controlled samples, this study shows that declared attitudes to the product are the same but observes significant differences for in-store shopping behaviour and attention to price. These differences are moderated when the subject is a regular buyer of the brand.