Visual merchandising of milk products and how it influences buying behaviors in retail shops

Abstract

The following study investigates thoroughly the meaning purpose and usefulness of visual merchandising for milk product categories placed in retail shops. The contribution of the aforementioned marketing strategy is examined and compared with further marketing tactics, like packaging, branding and sales promotion, in order to understand how and in what cases it should be applied. Agro-food businesses, dairy brands, whereas also retail shops can be considered as some areas of practice that the findings of this study can be applied. In terms of methodology, a mixed approach is followed, by combining qualitative and quantitative methods to generate the results. More specifically, two focus groups and one online survey by questionnaire, were organized for maximizing credibility and cross-checking the findings. Results of both methods presented that demographic facts influence basically purchases of milk products, though visual merchandising tactics, branding and packaging actions affect consumers, who present specific characteristics and belong in a specific category of buyers. However, this is a small group of the whole population, hence careful application of the findings should be formed in the business and retail environment.