Types of Merchandising
Chapter I Merchandising –Introduction, role, functions, types
Mrs. Manju is on a visit to the neighborhood store. It sells a variety of daily essentials.
She asked for jam. The merchant in the store brought it to her from the shelf at the back of the counter. She paid the bill and left the store with the bottle of jam. We notice that the merchant sold merchandise – “jam” to Mrs. Manju.
If the jam is in the store, Mrs. Manju will not know of its existence. She is aware of it only when the merchant showed it personally. Consider also that as the bottle of jam is on display on the shelf at the back of the counter, when Mrs. Manju entered the store she saw it from a distance. When she asked for it, the merchant readily brought the bottle to her. Sometimes, even this will not help sell. Because Mrs. Manju wants, apple fruit jam but what the merchant showed is mixed fruit. She does not need it. There is no stock of apple jam in the store.
We see in this example the sale process. First, it is only jam and sale. However, when it is specified as apple jam, no sale took place. All other acts of the process of sale took place. The bottle is on display and the merchant attended to the customer. He showed the bottle (merchandise) to the customer. The merchant did not have the right product at the right time when the customer wanted it.
Let us consider another scenario. The merchant showed apple jam bottle to Mrs. Manju. It is a 200 gms container but, she wants a 500 gms bottle. It is not available in the store. Mrs. Manju is unable to get the right quantity she wanted.
Also, consider that Mrs. Manju wants to buy Kissan brand jam. But in the store other brands John & Smith, Maggie, and Rex are available. So the right choice is not available.
Lastly, the price she wants to pay is Rs 60.The prices of the other brands available in the store are Rs 70, Rs 75 and Rs 68. The price is not right which the customer is willing to pay.
In this example, the products are on display,
Mrs. Manju is on a visit to the neighborhood store. It sells a variety of daily essentials.
She asked for jam. The merchant in the store brought it to her from the shelf at the back of the counter. She paid the bill and left the store with the bottle of jam. We notice that the merchant sold merchandise – “jam” to Mrs. Manju.
If the jam is in the store, Mrs. Manju will not know of its existence. She is aware of it only when the merchant showed it personally. Consider also that as the bottle of jam is on display on the shelf at the back of the counter, when Mrs. Manju entered the store she saw it from a distance. When she asked for it, the merchant readily brought the bottle to her. Sometimes, even this will not help sell. Because Mrs. Manju wants, apple fruit jam but what the merchant showed is mixed fruit. She does not need it. There is no stock of apple jam in the store.
We see in this example the sale process. First, it is only jam and sale. However, when it is specified as apple jam, no sale took place. All other acts of the process of sale took place. The bottle is on display and the merchant attended to the customer. He showed the bottle (merchandise) to the customer. The merchant did not have the right product at the right time when the customer wanted it.
Let us consider another scenario. The merchant showed apple jam bottle to Mrs. Manju. It is a 200 gms container but, she wants a 500 gms bottle. It is not available in the store. Mrs. Manju is unable to get the right quantity she wanted.
Also, consider that Mrs. Manju wants to buy Kissan brand jam. But in the store other brands John & Smith, Maggie, and Rex are available. So the right choice is not available.
Lastly, the price she wants to pay is Rs 60.The prices of the other brands available in the store are Rs 70, Rs 75 and Rs 68. The price is not right which the customer is willing to pay.
In this example, the products are on display,