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

Charles S. Areni, Dale F. Duhan, Pamela Kiecker

Research output: Contribution to journalArticle

41 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)428-441
Number of pages14
JournalJournal of the Academy of Marketing Science
Volume27
Issue number4
Publication statusPublished - Sep 1999

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