In store adverting promotions and its impact on consumers purchase decisions in chennai

Abstract

Considering that most shoppers make purchase decisions in the store itself in store advertising is a media vehicle that catches the consumers in the perfect ambience of consumption and thus offers a kind of visibility that is unsurpassed by other media Consumers are more likely to buy a product whose advertisement they see in a shop because they are already in a buying frame of mind A crucial advantage in in store advertising is that consumers can conveniently touch and feel the products that are being advertised and this makes it easier for the consumer to make the purchase decision A retailer can offer any type of promotion mixes Advertising Personal Selling Public Relations Sales Promotion Visual Merchandising and in store decor In store advertising while enhancing retail sales is also a source of advertising revenue for retailers Most retailers are now trying to leverage the advertising potential of their stores Advertisers are also excited by this new media vehicle FMCG companies are among the top categories advertising through this media probably because the purchase of FMCG products follows the low involvement route which is especially susceptible to advertising The problem with in store advertising has been the lack of metrics which makes marketers skeptical about the impact it actually makes on the consumer That said in store advertising and promotion are here to stay as they have an influence at the crucial phase of the consumer buying process A shopper may not intend to buy a product but if there is a promotion there is an incentive for immediate action For example a shopper may not need another dress or shirt but might still buy one if it is on sale Additionally promotions can prompt consumers to recall a product and thus instigate a purchase Retailers also use promotional periods corresponding with national holidays or well know sales times to sell off the previous seasons merchandise Promotional periods spike sales and are a way retailers can reduce the loss of unsold inventory