The location and merchandising of non‐food in supermarkets

The location and merchandising of non‐food in supermarkets Refers to the tendency in UK supermarkets for diversification into non‐food areas which has emphasized the need to improve how and where the products are presented to the customers. Service diversifications, such as dry cleaners or opticians, have traditionally been situated as separate “shops” behind the checkouts. Contrastingly, product range diversifications such as stationery, entertainment and clothing have tended to be incorporated into the main shopping aisles. Attempts to identify whether consumers would prefer these non‐food ranges to be differently merchandised, and more specifically, whether consumer preferences are different between retailers? Asks what alternative display formats may be used and which specific ranges are considered appropriate for these formats. Using six different retail multiples, examines the perceptions and preferences of 500 shoppers from the results of an attitude survey carried out in two UK cities. Finally, provides recommendations for retail management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The location and merchandising of non‐food in supermarkets

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559610147892
Publisher site
See Article on Publisher Site

Abstract

Refers to the tendency in UK supermarkets for diversification into non‐food areas which has emphasized the need to improve how and where the products are presented to the customers. Service diversifications, such as dry cleaners or opticians, have traditionally been situated as separate “shops” behind the checkouts. Contrastingly, product range diversifications such as stationery, entertainment and clothing have tended to be incorporated into the main shopping aisles. Attempts to identify whether consumers would prefer these non‐food ranges to be differently merchandised, and more specifically, whether consumer preferences are different between retailers? Asks what alternative display formats may be used and which specific ranges are considered appropriate for these formats. Using six different retail multiples, examines the perceptions and preferences of 500 shoppers from the results of an attitude survey carried out in two UK cities. Finally, provides recommendations for retail management.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Apr 1, 1996

Keywords: Consumer behaviour; Display material; Layout; Merchandising; Supermarkets

References

  • The elaboration likelihood model of persuasion
    Petty, R.E.; Cacioppo, J.T.
  • Food shopping: the leisurely way forward?
    McHugh, M.; Greenan, K.

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