Point Of Sale Case Study
Merchandising at the point of sale: differential effect of end of aisle and islands
Part 1- Introduction/overview of the article (eg: country affected, year, sample size, the research expert of the author(s), etc.)
This article with title ‘ Merchandising at the point of sale: differential effect of end of aisle and islands’ written by Álvaro Garrido-Morgado, Óscar González-Benito which from University of Salamanca, Spain. This article was published by Elsevier España, S.L.U. on March 2015 and under journal BRQ Business Research Quarterly (2015)18, pages 57-67. Both researchers are expert in marketing. In this article, they studied about merchandising at point of sale.
Buttle (1984) state that merchandising refers to commercial action at …show more content…
These data offer information on sales rate, merchandising techniques, and sales prices in ten weeks for all the products which registered under two big categories: milk and liquid soap or gel. This is because of numerous previous studies which have proven that the characteristics of the product of study are crucial in evaluating the effects of promotions and other merchandising techniques applied. These two product categories can provide information about opposite variables, such as frequency of purchase or the expiration of the product, as milk represents a higher purchase frequency and a lower expiration period than liquid soap or …show more content…
It can be conclude that after analyzing merchandising efforts with the two techniques which are direct sales and price promotion, both of them have positive effects on the merchandised product sales. It was also observed that the variables that gather efforts from the competitors have opposite influence on the sale of specific product reference. After the ten weeks, it shows that the more the competitor stimulated the merchandising techniques, the less the sales of product will be. When the milk product targeted with merchandising technique, the effectiveness is higher display in main aisles. Results from this study have confirmed that the relative importance of the ends of aisle and islands may depend on the nature of the product that is being
Part 1- Introduction/overview of the article (eg: country affected, year, sample size, the research expert of the author(s), etc.)
This article with title ‘ Merchandising at the point of sale: differential effect of end of aisle and islands’ written by Álvaro Garrido-Morgado, Óscar González-Benito which from University of Salamanca, Spain. This article was published by Elsevier España, S.L.U. on March 2015 and under journal BRQ Business Research Quarterly (2015)18, pages 57-67. Both researchers are expert in marketing. In this article, they studied about merchandising at point of sale.
Buttle (1984) state that merchandising refers to commercial action at …show more content…
These data offer information on sales rate, merchandising techniques, and sales prices in ten weeks for all the products which registered under two big categories: milk and liquid soap or gel. This is because of numerous previous studies which have proven that the characteristics of the product of study are crucial in evaluating the effects of promotions and other merchandising techniques applied. These two product categories can provide information about opposite variables, such as frequency of purchase or the expiration of the product, as milk represents a higher purchase frequency and a lower expiration period than liquid soap or …show more content…
It can be conclude that after analyzing merchandising efforts with the two techniques which are direct sales and price promotion, both of them have positive effects on the merchandised product sales. It was also observed that the variables that gather efforts from the competitors have opposite influence on the sale of specific product reference. After the ten weeks, it shows that the more the competitor stimulated the merchandising techniques, the less the sales of product will be. When the milk product targeted with merchandising technique, the effectiveness is higher display in main aisles. Results from this study have confirmed that the relative importance of the ends of aisle and islands may depend on the nature of the product that is being