A study on point of purchase - An advertising and selling technique
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 4
Abstract
The term Point –Of –Purchase, or POP, refers to the promotional graphics focused on influencing consumer behavior at the moment of purchasing decision. Point –of –Purchase displays are driving a retail revolution. They are enabling true dynamic selling. The presentation of the product and merchandise is almost as important as the product itself. There is only one chance to make a first impression and it has to be a good one. Point of Purchase displays or POP presentations can be anything from stock corrugated floor stand or counter displays to acrylic or corrugated ballot boxes to elaborate custom die-cut & printed stand up displays. In recent years, the point of purchase for products and services has become an important focus for marketers, because consumers tend to make purchasing decisions on very high-margin products or services at these strategic locations. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. It is also known as "point of sale". Points of purchase may be real, as in the case of a "brick and mortar" store, or virtual, as in the case of an electronic retailer that sells goods and services over the internet. Most purchase decisions are made at the shelf during just a few critical seconds. The ability for a product to attract shoppers’ visual attention has a strong influence on the choices they make – products that are unseen are often unsold.
Authors and Affiliations
Mrs. Priti Jeevan
Keywords
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