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UNIVERSITY PROJECTS

Market and trend research for retail and public space

Analyse externer Effekte in ruralen Gebieten | Markus Obermair

RETHINK | RESEARCH | REGENERATE

Urban Greenery: Measuring Perception and Effects on Consumer Behaviour

Urban Greenery: Measuring Perception and Behavioural Impacts on Consumers | Research Focus

Research Focus

Urban greenery is considered an investment rather than a cost factor.

Scale developed to measure perceived urban greenery.

Scale to measure perceived urban greenery.

Confirmatory Factor Analysis.

Based on a scale development process, four semantic differentials are used to measure the perceived urban greenery from the consumer's point of view.

Applying the scale to measure perceived urban greenery and its impact on consumer behaviour.

Structural Equation Model

Confirmatory Factor Analysis.

Application of the scale to measure perceived urban greenery and its impact on consumer behaviour.

Hypothesis testing for applying the scale to measure perceived urban greenery.

Structural Equation Model

Testing hypotheses and the effects of urban greenery.

The scale for measuring the perceived urban greenery shows highly significant effects on the emotions and, indirectly, on the behaviour of the participants in three different greening scenarios.

Research model and hypotheses for applying the scale to measure perceived urban greenery.

Research Model and Hypotheses

The application of the scale to measure perceived urban greenery shows positive effects of urban greenery on both emotions and consumer behaviour.

Practical implications of the scale for measuring perceived urban greenery.

Practical Implications

Planned urban greenery is assessed using the UG-scale.

Based on directly predictable behavioural effects, decisions can be made about urban greenery projects and these can be considered as an economic investment.

RESEARCH

Analyse externer Effekte in ruralen Gebieten | Marktforschung im öffentlichen Raum | IHaM

Market research in public space

Analysis of external effects in rural areas

Can an unmanned grocery make rural town centres more attractive?

Evaluierung der Attraktivität und attraktivitätssteigernder Maßnahmen im öffentlichen Raum | Wahrnehmungspsychologie | Passantenverhalten | Customer Experience | Marktforschung im öffentlichen Raum | IHaM

Market research in public space

Evaluation of attractiveness enhancing measures.

General attitude towards public space.
General purchasing behaviour in public spaces.
Evaluation of planned measures:
Image / importance / attractiveness / psychography / future behaviour.

Trend Analysis | Market Research | Retail Research | IHaM

Trend research

Trend Report #1: Servitisation

Trend Report #2: Environment

Trend Report #3: Digitalisation

Trend Report #4: Ethics

Trend Analysis Environment and Sustainability | Market Research | Retail Research | IHaM

Research publications

Unethical Customer Behaviour in Grocery Retail Stores – Insights from the COVID 19 Crisis

Exploring External Effects of Unmanned Retail Outlets in Rural Areas

(CERR - Colloquium on European Research in Retailing)