|dc.description.abstract||This thesis focuses primarily on two in-store promotions currently used as a marketing
strategy by Norwegian Seafood Council to spread the awareness of Norwegian salmon. Due
to the uncertainty of the effects of these promotions on the average Chinese consumers’
purchase behavior and attention, the authors have decided to conduct a research to find out
which of these are the most cost-efficient, and how Norwegian Seafood Council may improve
their in-store promotions in order to reach a greater audience.
The core structure of this thesis (the data collection) is based on the Model of Consumer
Behavior, which represents the factors influencing the consumer purchase behavior. Through
the information collected and the results of the research it is clear that the in-store promotions
do not support the sales of salmon, as previously believed by Norwegian Seafood Council.
One of the reasons may be the noise in the communication process and the lack of
differentiation from other promotional activities. Additionally, most of the purchase decisions
are made prior to purchase, so that the promotion on Point-of-Sale may continue to be
unrewarded. Due to this statement, Norwegian Seafood Council needs to focus on reaching
the potential salmon consumers prior to their shopping trip, and use the Point-of-Sale
activities to enhance the learning process for the consumer, thus increasing brand awareness.
This will allow Norwegian salmon to become a part of the consumer’s evoked set.
Furthermore, the activity's design needs to be in accordance with Norwegian Seafood
Council’s desired activity results in order for the message to come across clearly.||no_NO