Point of Purchase

Point of purchase can be understood as a place where sales are made, that place can be a mall, market or city. But we try to understand POP from retailer’s point of view it is an area surrounding the counter where customers pay.

Marketers have recognized the importance of identifying the value-added produce section as a destination point within the grocery store to stimulate consumer interest, impact purchase behavior and result in increase sales .

For marketers it POP is important because consumers tend to make purchasing decisions on very high-margin products or services at these strategic locations. Points of purchase may be real, as in the case of a "brick and mortar" store, or virtual, as in the case of an electronic retailer that sells goods and services over the internet.

There are various types of point-of-purchase displays, including window displays, counter displays; floor stands display bins, banners of any kind, and all types of open and closed display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer's merchandise. Often, a manufacturer will discount the cost of merchandise or in some other way compensate the retailer for using a point-of-purchase display.

Especially in case of value formats like Big Bazaar and Vishal mega mart. Gondolas and Bins are placed near cash counter so as to increase impulse purchase ,in these display bins projects range from grocery , toys, apparels , general merchandise like utensils , door mats etc are been placed. While waiting in queue people tend to purchase such stuffs.