Wpływ merchandisingu producenta na kształtowanie wizerunku jego marki
The impact of merchandising on the creation of the brand image on the example of Nivea Polska

Summary/Abstract: The subject of this paper is merchandising as an element affecting the perception of a brand by customers. The main objective of the study was to examine the impact of merchandising on brand image development on the example Nivea Poland. The paper verifies the following hypothesis: merchandising, used mostly as a tool supporting sale, has a direct impact on creating the image of the Nivea brand. The research was conducted by direct interview method, using a questionnaire survey among 150 consumers in hypermarkets. Based on the results it is found that 72% of respondents consider that merchandising tools used by the company have an impact on the Nivea brand. Therefore, there is recommended the need for more effective use of merchandising tools to shape the image of the Nivea brand. Such action will contribute to strengthening the brand image in the minds of consumers and to increasing sales of the product.

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