UDC 339.1
DOI: 10.36871/ek.up.p.r.2023.03.02.023
Authors
D. A. Sizova,
T. V. Sizova,
N. A. Volobuev,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia
Abstract
The intensification of competition between market participants makes it necessary to use modern
methods of promoting goods. Professional sellers using methods that are based on the psychological
attitudes of potential buyers try to present their goods in a favorable light for themselves and pay attention to
it, while exerting pressure on the buyer, which forces him to perform certain actions.
Among such methods, merchandising occupies a special place, which encourages the buyer to buy and
increases the turnover at the enterprise. The market leaders are those companies that actively implement its
principles in their activities, paying attention not only to the quality and price of their goods, but also to their
appearance, packaging, and place on the counter.
Currently, buyers often experience inconveniences from manufacturers and merchants who want to present
or sell their goods, who strive to use the area of the outlet as efficiently as possible to attract the most
attention. Many sources say that buyers in 65-70% of cases make a decision to purchase a particular product
when they are directly in the store’s trading floor; and “unscheduled purchases” can be up to 89%.
Keywords
merchandising, competitiveness, store layout, purchase completion rate, effectiveness, promotion.
