Merchandising w handlu tradycyjnym i internetowym w opinii klientów
Merchandising in Traditional and Internet Commerce in the Opinion of Customers

Summary/Abstract: The growing quantity of products on the market, continuous development of trade and strong competition have resulted in the need to search for methods of influencing the purchasing decisions of the client. Such a possibility is given by merchandising. The objective of the paper is to get to know customers' opinions on merchandising and its impact on their purchasing decisions. The results of the conducted research have shown that merchandising and the techniques used by it are little known to customers of traditional and online stores. The respondents considered that merchandising activities do not affect their purchasing decisions. This was not confirmed in the research results, which indicate that customers are subject to merchandising techniques, what constitutes the important of their use.

• Details
• Contents