Abstract:
The idea of product shelf placement in store is an emerging concept as placement of product is considered to be critical from retailer, manufacturer and consumer perspectives. However, some preliminary researches have been done regarding the impact of placement on sales of the product but so far very little or no research have been conducted regarding the ideal or prominent placement of product on shelves, this further includes their location in-stores. The research would first describe meaning and importance of shelf space. In-depth interview method have been used in order to get a better idea from consumer’s perspective, and to see what they think about product shelf placement and location of shelves in stores. The main purpose is to find whether consumers psyche regarding the purchase intention gets influenced by the in-store attractiveness especially the placement of product on shelf. Moreover, this research has been conducted in order to check and explore response of Pakistani consumers regarding placement of products on shelf and its impact on purchase decision.
