Wpływ działań merchandisingowych na zachowania nabywcze konsumentów
Impact of Merchandising Actions on Consumers’ Purchasing Behaviours

Summary/Abstract: Merchandising is an intrinsic part of marketing. It is called a ‘silent seller’ and its essence is a skilful management of the sales floor and an adequate presentation of products. In her article, the author presented the selected techniques applied in merchandising and determined the impact of merchandising activities on purchasing behaviours of consumers of products from the FMCG branch. She made use of internal surveys of the level of sales carried out by the marketing department of Stock Spirits Group (SSG) as well as the diagnostic survey. The carried out surveys allowed indicating the three factors affecting the purchasing decisions being made: free copies, price and product placement on the shelf. The most effective was the use of free copies. Also product’s price had a very important impact on the purchasing decisions. Most undertaken measures at POS were assessed very well. However, there were suggestions to reduce the number of tasting actions. It was not the form preferred by consumers. Additionally, in favour of the resignation from this technique speak high costs of its application. The article is a case study.

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