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Point-of-Purchase System and Customer Buying Decisions

Point-of-PurchaseSystem and Customer Buying Decisions


Point-of-PurchaseSystem and Customer Buying Decisions

Thepoint of purchase system is a marketing strategy, which highlightsthe important features of a product with the intention of attractingcustomers and increasing sales. The point of purchase system takeseffect when the customer, the product and services and money cometogether Supermarkets, retail stores, fast food restaurants, and gasstations, mostly use them to attract and retain customers whileincreasing sales.

Identifythe ways in which these Point-Of-Purchase (POP) promotional tools arebeing used to attract consumers’ attention and motivate them towardbuying specific brands/products.

Point-of-purchasetools include sales promotion, use of sales peoples, in-storeadvertising, packaging, and displays whose main aim is to influencethe customers to make a purchase. The display has to highlightdifferent products while emphasizing on their benefits to theconsumers. Additionally, the point of purchase display and packaginghas to be eye-catching and dynamic to keep the customer coming backfor more. In addition, they should offer quantity discounts andcoupons to motivate customers to buy products (Ono, 1998).

Describeand evaluate two (2) POP applications

First,displays near the point of sale system, the display is usually packedwith snacks such as sweets, sodas, chips, and candy (East, 2013).Most customers are prone to buy stuff from this display, as they arevery enticing especially if a child is tagging along. Secondly, storedesign plays a major role in the point of purchase system. Theexterior and interior environment of a store attracts and maintainsthe customer`s attention. Thus, the supermarkets and stores have tokeep evolving their displays to make navigating the store moreconvenient for consumers (Ono, 1998).

Towhom are these POP displays directed? Be specific (i.e., 25 or 40 yr.old mothers with small children) and explain your rationale.

ThePOP displays are erected to attract all consumers in general butthere those display that targets the millennia’s and those thattarget 40-year-old mothers with children. For instance, Pampersadvert focus mostly mothers with children since they have in-depthknowledge on Pampers and the percentage of buying are high whilePepsiCo ad targets the millennia as they tend to take sweetenedbeverages more the elderly (Wemhoener,2016).

Arethey effective communications and promotional tools for the intendedaudience? Why or why not? Consider size, visual imagery, color,shape, and copy when making your evaluation. If possible, spend a fewminutes observing shoppers and their response [or lack of] towardthese displays.

Thepoints-of-purchase promotional tools are very effective. At onepoint, a consumer passes a product that had an offer “buy one getone free” later goes back, and picks the product. Upon inquiring onwhy she picked the product, she said it’s because it had an offerotherwise she doesn’t use that brand. Another instance is when acustomer is at the counter paying for the product while browsing atthe cardboard display holding snacks and he eventually adds a bag ofchips and soda to his things and upon asking if he planned to buythem, he said no. The point of purchase display location influencedhis decision.

Comparethe in-store display material with other advertising (print orbroadcast) presented by the manufacturer or, if applicable, theretailer. Do they share common elements (theme, imagery, copy,format, etc.)? Why do you suppose that they are similar or different?Explain.

In-storedisplay materials such as posters, packaging, and display system takeeffect once the customer steps in the supermarket. Their aim is toinform and compel the customer to purchase items. While other typesof advertising such as print (T-shirts or coffee mugs) or broadcast,(TV or Billboards) are mostly external modes of advertising productsor stores (East, 2013). Their main aim is to inform and attractcustomers to the store to have a pick at their product. In-storedisplay and other modes of advertising (Print and broadcast) servethe same purpose, which is to create customer awareness on thebenefits of a product while compelling to impulse buying to increasesales (East, 2013).

Inconclusion, it is imperative for supermarkets and stores to invest inthe best POP communication and promotional tools to increase customerpresence while increasing their sales.


East,R. (2013). Theeffects of advertising and display.(1st ed., pp. 95-98). Boston: Boston, MA: Springer US

Ono,Y. (1998).“‘Wobblers’ and ‘Sidekicks’ Clutter Store, Irk Retailers.”The Wall Street Journal

Wemhoener,H. (2014). “TheEffectiveness of Point-Of-Purchase Nutrition Education on ImprovingBeverage Choices, and Nutrition Knowledge in a College FoodserviceSetting”Masters Theses 1911, University of Massachusetts