Merchandising at the point of saledifferential effect of end of aisle and island

  1. Garrido Morgado, Álvaro
  2. González Benito, Óscar
Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2015

Volumen: 18

Número: 1

Páginas: 57-67

Tipo: Artículo

DOI: 10.1016/J.BRQ.2013.11.004 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

El merchandising en el punto de venta comprende un conjunto de técnicas destinadas a incentivar la compra en el punto de venta. Este artículo analiza el impacto en las ventas de dos de estas técnicas, especialmente utilizadas en el contexto de tiendas de alimentación no especializadas y raras veces distinguidas en la investigación académica: (1) la presentación del producto en los extremos de los pasillos o pasillos principales, desde el acceso a los pasillos laterales y, (2) la presentación del producto en islas dentro de los pasillos principales. Esta investigación combina datos transversales y longitudinales y analiza información específica sobre ventas y estímulo comercial para todas las referencias en dos grandes categorías de productos de un hipermercado durante diez semanas. Los resultados muestran que tanto los extremos del pasillo como las islas tienen un efecto positivo en las ventas y su importancia relativa depende de la naturaleza de la categoría analizada. También hay mayores sinergias entre los extremos del pasillo y las promociones de precios. Finalmente, los resultados aportan alguna evidencia sobre el impacto de la extensión o cese de estos estímulos de merchandising.

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Información de financiación

Financiadores

  • Ministerio de Educación y Ciencia
    • ECO2011-23381

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