In-store driving forces behind the purchase decision-making process for high-end designed tableware products

Abstract: This thesis intends to investigate what are the driving forces behind the shopper's decision-making process in high-end designed tableware products and what is the role of the in-store marketing in the process. The authors of the research have found that there is a lack of knowledge about the consumer’s buying behavior in that segment and therefore it was decided the empirical part of the research to be made in collaboration with Villeroy & Boch – international company presented in 125 different countries around the world offering high-end designed products. The data gathering is through a qualitative research method. This approach is intended to give an answer to the question of how the market actors interact with consumers today and what triggers the consumers to buy products in offline shops. Therefore, the data was gathered by conducting observation and interviews with consumers visiting the Villeroy & Boch’s shops as well as with staff representatives in two different locations – Oslo in Norway and Stockholm, Sweden. The study is focused on the interaction of the three streams – decision-making process, in-store marketing, and high-end designed tableware products. Furthermore, conducting a research focused on a specific practical problem will contribute to theoretical advancements as well as to the business aspect. The paper ends with contributions and the main discussions that treat the entire sector, including both Villeroy & Boch in particular as well as their competitors in the SMCG sector. The conclusions could be taken into consideration in order for the companies to take advantage of new opportunities.