Merchandising w handlu detalicznym
Merchandising in the Retail Trade

Summary/Abstract: During the last twenty years, there has been an intensive development of the network of discount stores and hypermarkets in Poland. This was due to the higher sensitivity of customers to prices of goods. Increasingly wider scale of activity among commercial networks and high turnover allowed the negotiation of very low prices from suppliers. Saturation of large stores has forced the searching for various forms and method of competition between commercial networks. Merchandising became a technique, which has a significant impact on purchasing decisions made by customers in the retail market. Merchandising constitutes a non-price form of competition. In order to illustrate this problem, the author took advantage of the results of the survey on the impact of merchandising on purchasing decisions of customers.

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