Store flyer design and the intentions to visit the store and buy: the moderating role of perceived variety and perceived store image

Abstract

Store flyers are still one of the most important marketing communication tools used by retailers to promote new products, announce new stores, and communicate special offers. Considering the important budget share of store flyers as a promotional tool in retailing, retailers and academics are interested in understanding how their design influences consumers' behavior and retailers' performance. This study aims to investigate the influence of store flyer design on the intentions to visit the store and buy. We also investigated the intention to buy a store brand and how the consumer's perceived variety of the retailer's assortment and perceived store image moderate such decisions. A fictitious flyer including real national brands and a fictitious store brand was created for a fictitious supermarket. The methodology included a half-factorial laboratory experiment and a moderator variables analysis. The results suggest that shorter flyers (containing 8 pages) have the strongest impact on the evaluated consumer's decisions. Store perceived variety and perceived image positively affected the relationship between flyer design and the dependent variables.