DISPLAYED PRODUCTS ARE MARKETED EASILY- A BUYER-PSYCHIC STUDY

Abstract

This research indicates that customers pick
magazines and cookbooks at the checkouts if
they have forgotten to make their selection at
the aisles. Customers who select confectionaries
and beverages from the checkouts most often
forget to browse for these items in the aisle. The
mix of reading material displayed at the
checkout is especially sensitive in view of buyers
of magazines/cookbooks from checkouts not
perceiving browsing of these items at checkouts
as ‘nice’ way of passing their time. Retailers
could use this study’s evidence of the ‘less
involved’ customers at checkouts as an
opportunity to sell slower moving beverage and
confectionery brands, those that are close to use
by dates and new flavors.