Povezanost izlaganja proizvoda s prodajnim rezultatima
The Relationship Between Product Exposure and Sales Results

Summary/Abstract: Product display in stores affects consumer behavior and sales results. The aim of this paper was to investigate the impact of two different display methods for sweets on their sales. The study applied an experimental method in real retail conditions and provided insight into the direct effects of different display methods on sales: products displayed on freestanding shelves versus products displayed on wall-mounted shelves. The results offer an understanding of the relationship between product display methods and consumer behavior, emphasizing the need to adapt retail strategies to store conditions. A field experiment conducted in three retail locations showed that wall-mounted shelves increase product sales in high-traffic stores, while freestanding shelves encourage purchases in smaller stores. The study demonstrates the necessity of adjusting product display methods to store conditions, including store size and expected customer traffic. The paper provides specific recommendations for experts in optimizing sales space, including selecting display racks according to store type and product category, which can enhance sales results and improve the shopping experience.

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