An assessment of product placement strategies in supermarkets: A study of consumer shopping patterns in Katsina State
- Project Research
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- NGN 5000
Background of the Study
Product placement is a key element of in-store marketing strategy that influences consumer purchasing decisions. The way products are arranged and presented in supermarkets can significantly impact consumer behavior and shopping patterns. Product placement strategies, which include shelf placement, point-of-sale displays, and product visibility, aim to maximize product exposure and drive sales (Ojo et al., 2023). In Katsina State, supermarkets are competing to capture the attention of consumers, particularly as the market becomes increasingly crowded with various retail options.
Research has shown that consumers are influenced by product placement in multiple ways, such as impulse buying, increased product visibility, and association of certain products with quality or popularity (Aliyu et al., 2024). However, despite the recognized importance of product placement in influencing consumer behavior, there is limited research on how product placement strategies affect shopping patterns in Katsina State's supermarket sector. This study seeks to assess the effectiveness of different product placement strategies in influencing consumer shopping behaviors in supermarkets in Katsina State.
Statement of the Problem
While product placement is a common practice in supermarkets, there is limited empirical research on how different product placement strategies affect consumer shopping patterns in Katsina State. Supermarkets in Katsina may not be fully aware of how their product placement choices impact customer decision-making and purchasing behavior. This study aims to assess the effectiveness of product placement strategies in influencing consumer shopping behavior and provide insights into how supermarkets can optimize their product arrangements to boost sales.
Objectives of the Study
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To evaluate the product placement strategies used by supermarkets in Katsina State.
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To assess the influence of product placement on consumer shopping patterns in supermarkets in Katsina State.
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To identify the factors that contribute to the effectiveness of product placement strategies in influencing consumer purchasing decisions in Katsina State supermarkets.
Research Questions
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What product placement strategies are employed by supermarkets in Katsina State?
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How do product placement strategies influence consumer shopping patterns in supermarkets in Katsina State?
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What factors determine the effectiveness of product placement strategies in driving consumer purchases in supermarkets in Katsina State?
Research Hypotheses
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There is a significant relationship between product placement strategies and consumer shopping patterns in supermarkets in Katsina State.
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Supermarkets in Katsina State that use eye-level shelf placement experience higher sales than those using alternative placement strategies.
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The effectiveness of product placement strategies in driving consumer purchases in Katsina State supermarkets is influenced by factors such as product visibility, consumer perception, and store layout.
Scope and Limitations of the Study
The study will focus on supermarkets in Katsina State and examine how product placement strategies affect consumer shopping behavior. Limitations may include variations in consumer preferences and store layout configurations that may affect the generalizability of the findings.
Definitions of Terms
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Product Placement: The strategic positioning of products within a retail environment to increase their visibility and encourage consumer purchase.
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Consumer Shopping Patterns: The behaviors and decisions made by consumers during the shopping process, including product selection, purchasing, and decision-making.
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Point-of-Sale Displays: Displays placed near checkout counters to attract the attention of consumers and promote impulse buying.
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Shelf Placement: The specific location where a product is placed on a shelf or display in a retail environment.
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