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Tags: TUDOR CAIUS-CIPRIAN , TOMA ANDREEA ALEXANDRA , shelf display , purchasing decision , consumer behaviour , retail

THE EFFECT OF SHELF DISPLAY ON PURCHASING DECISION
TUDOR CAIUS-CIPRIAN*, TOMA ANDREEA ALEXANDRA*
University of Bucharest,
Department of Psychology


Abstract
The present study is centered on supermarket retail merchandising techniques and their effects on the consumer’s choice. Method: Participants were a number of 42 people answered the questionnaire, aged between 18 and 30 years old, intellectuals that surf the web on a daily basis, 31 women and 11 men. The consumer buyer survey (Tudor & Toma, 2013) is a questionnaire composed of 3 types of multiple choice questions. Results: The first hypothesis concerning the difference between the opinions stated by psychology students and their buying habits for some of the products they regularly buy has been confirmed (p<0.05). The second and the third hypotheses regarding the consumer behavior influenced by salary and gender have not been confirmed (p>0.05).
The final results show that, even though the students know that they should act like rational buyers, who choose products according to their intrinsic value, when describing how they act in real situations, they basically admit to behaving differently, in the sense that they are influenced in one way or another by marketing policies, regardless of gender or salary level.
Keywords: shelf display, purchasing decision, consumer behaviour, retail.
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