Responsiveness to PoS materials based on consumer segment type (Study 2)
| % buying local version | |||
|---|---|---|---|
| Retailer’s segment | No treatment (%) | Textual PoS (%) | Pictorial PoS (%) |
| Fast and practical | 33.6 | 38.8 | 38.5 |
| Healthy | 36.8 | 44.4 | 53.5 |
| Just affordable | 19.4 | 27.7 | 31.1 |
| Moderate | 28.2 | 37.6 | 39.8 |
| Tasty and high quality | 36.7 | 43.1 | 40.0 |
| Traditional | 26.7 | 33.1 | 32.2 |
| % buying local version | |||
|---|---|---|---|
| Retailer’s segment | No treatment (%) | Textual PoS (%) | Pictorial PoS (%) |
| Fast and practical | 33.6 | 38.8 | 38.5 |
| Healthy | 36.8 | 44.4 | 53.5 |
| Just affordable | 19.4 | 27.7 | 31.1 |
| Moderate | 28.2 | 37.6 | 39.8 |
| Tasty and high quality | 36.7 | 43.1 | 40.0 |
| Traditional | 26.7 | 33.1 | 32.2 |
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