Journal of the Academy of Marketing Science

, Volume 27, Issue 4, pp 428–441 | Cite as

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

  • Charles S. Areni
  • Dale F. Duhan
  • Pamela Kiecker
Article

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.

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Copyright information

© Academy of Marketing Science 1999

Authors and Affiliations

  • Charles S. Areni
    • 1
  • Dale F. Duhan
    • 2
  • Pamela Kiecker
    • 3
  1. 1.University of SydneySydneyAustralia
  2. 2.Texas Tech UniversityUSA
  3. 3.Virginia Commonwealth UniversityUSA

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