A Study of The Factors Influencing Supermarket Buyers at The Point of Sale

Abstract

Product merchandising is a marketing strategy that has been used by businesses for decades to promote their products or services in various media including social media platforms, such as movies, television shows, and video games. In recent years, product placement has become a popular tactic in supermarkets to capture the attention of shoppers and influence their buying decisions. By placing products in strategic locations, such as endcaps or checkout lanes, supermarkets aim to increase their sales and revenue. However, the question remains: how effective are these product merchandising in influencing consumer behavior? Thistopic has gained interest among researchers, marketers, and retailers alike, as understanding the effects of product merchandising on consumer behavior can provide valuable insights into improving marketing strategies and increasing sales. Also focusing on supermarkets (A self-service-based retail market with wide varieties of food and household goods) who work on promoting their private labels along with the commonly sold brands in the market. Most well-known supermarkets currently place their own brands within their stores alongside the other popularly known brands. Through this research we try to understand if the consumer buying pattern is creating any form of effect on these products or overall sales outcome of the supermarkets. Point of sale marketing refers to the strategies used by retailers to promote products and increase sales at the point where the customer is making a purchase. This includes techniques such as in-store displays, shelf talkers, and other forms of signage designed to draw attention to specific products. Shelf space is another crucial element of supermarket marketing. Retailers often negotiate with manufacturers and suppliers for prime shelf space, which is more likely to attract shoppers and increase sales. This is because products that are prominently displayed and easily accessible are more likely to be purchased than those that are tucked away on a lower shelf or in the back of the store. Supermarkets also use promotions, such as discounts and special offers, to encourage customers to make a purchase. These promotions can be advertised through various channels, including in-store signage, flyers, and digital media.