Assistant Professor, Department of Business Administration, Loyola Academy, Secunderabad, Telangana, India.
Marketing strategies have evolved to affect the buying behavior. The location of a shelf in a supermarket is important. The probability of a consumer to choose the product over similar ones that aren't at the eye level to the product at the eyelevel on the shelves is more. Brands pay slotting fees to limit shelf space for their competitors. It is a tempting technique to put products in the path of customers. The location where a product is found such as the middle shelf or at the end of the aisle (end cap) can prompt purchases. This study was conducted among shoppers in all age groups, students, working professionals, homemakers, etc. 103 questionnaires were collected. The objectives were, to know the shopping preference of customer, whether any unplanned product is bought and reasons the customer chooses a product and the impact of eyelevel placement on purchase. It was observed that customers prefer both online and retail stores. Customers buy products because of brand loyalty, sales promotion, and in store advertisements. It was also observed that Placement of products does impact the selection of products over otherwise placed products. Customers search for their favorite product, and are drawn to promotions such as offers, discounts etc. even though they come with a planned list. Eyelevel marketing makes them buy unplanned products. This study revealed the impact of promotion, branding, and eye level marketing among retail customers, across the selected responses.
Eye level marketing, Retail stores, Brand loyalty, Unplanned products, Promotion
