Point of purchase and consumer purchase process for agriculture based products: A study of Chandigarh and Shimla

Abstract

The study was designed with the key objective to know if the point-of-purchase display (POP) advertisements actually trigger impulse purchase in case of agriculture based, as they are designed to in the retail environment. Present research work is predicated upon the 6 stages of buying decision process as given in Kotler & Keller (2006). Five point Likert type scale was used to rate how frequently POP influenced different stages of the purchase process. Sample of two hundred respondents (200) was selected by quota sampling from Shimla and Chandigarh. The results revealed that food and beverages purchase buying decision process was substantially influenced by point of purchase (POP). Respondents used the POP the most for post purchase evaluation of food & beverages. The recognition of needs, search for information, evaluation of choices available and purchase decision were partially but substantially influenced by POP for foods and beverages.