, Volume 27, Issue 4, pp 428-441

Point-of-purchase displays, product organization, and brand purchase likelihoods

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access

Abstract

Can point-of-purchase (POP) displays cause a decrease in sales of the featured brand? In an actual test-market promotion, the use of special POP displays led to a decrease in sales of featured wines from a specific U.S. region. Moreover, sales of regularly shelved wines from competitive regions actually increased. The results of a laboratory experiment supported the explanation that the POP displays essentially reorganized the wines into region categories within the stores, making it easier for consumers to compare alternatives by region. As a result, sales of wines from preferred regions increased and sales of wines from disliked regions decreased relative to when the wines were displayed by variety categories on regular shelf space. Further evidence indicated that reorganizing products by levels of a given attribute influences purchase likelihoods mainly when the attribute is otherwise low rather than high in salience and when brands have normally high rather than low purchase likelihoods.

Charles S. Areni is a senior lecturer in marketing in the Faculty of Economics at the University of Sydney, New South Wales, Australia.
Dale F. Duhan is an associate professor of marketing in the College of Business Administration at Texas Tech University, Lubbock, Texas.
Pamela Kiecker is a professor and chair of the Department of Marketing and Business Law in the School of Business at Virginia Commonwealth University, Richmond, Virginia.