The Impact Of Product Location :: Business and Management Studies:

The Impact Of Product LocationBefore we start I think it is important that I clarify what we mean byMarketing as a concept. Basically it is ab let on selling products thatcustomers want to buy, this is achieved by putting the customerfirst. Continuing customer research identifies needs and trends incustomers buying behaviour which we can cater for to attract furthercustomers. By satisfying the needs of our customers they will becomeregular customers and will potentially recommend us to their friendsand families. The way that we meet our customers needs is by gettingthe right balance of the merchandising mix by selling the right productat the right price in the right place whilst being presentedcorrectly.As we advance into the twenty first century there is a stronger focuson marketing than selling within our supermarkets. The supermarketretail sector in this country has reached maturity and as a result wecannot simply open new supermarkets to postulate with our rivals. Instead to co mpete we must build a loyalty base of existing customerswhilst attempting to attract customers from our competitors. Therehas been a noticeable shift from mass marketing to segment marketing. Our customers are individuals with individual needs. You cannotsimply sell the same product to everyone because people are differentthey require different products or at to the lowest degree different versions of thesame product.To this end the physical identity of our supermarkets is evolving asthe products within them evolve. This has led to diversity in ourdisplay methods allowing us to prioritise and promote accepted productsover other products. Simple things like having two columns of aislesrather than one has doubled the end of aisle space within the store. By their very temper of being at the end of the aisle they attract agreater amount of attention from the customer. By observing customersin our supermarkets it is clear that customer direct in certain waysand respond to certain sti muli. It is perhaps common sense that afterwalking the length of an aisle that you will check out the end of theaisle as you walk around to head back down the next aisle. It is alsocommon sense that products displayed at eye aim attract moreattention and are more easily found by our customers. This does notjust apply to adults, by placing products that appeal to children at alevel that they can see them it is clear that they are more likely toask their parents to buy these goods. It has also been identifiedthat many customers when searching for products look onwards but also