Merchandising as programming of buyer behavior

[bitheerani93]

Author: Svetlana Vladislavovna Sysoeva , director and leading specialist of the educational and information project "Super-Retail" .



Merchandising is a system of activities carried out in the microworld of a store and aimed at making it convenient, pleasant and profitable for the buyer to make purchases.

Sometimes we forget that a store namibia whatsapp data for customers (not for management, not for staff, and certainly not for inspection bodies). And we must strive to make our store convenient, pleasant, and profitable — specifically for the customer.
You may ask why there are stores that are clearly not suitable for shopping, although the goods and prices meet our expectations. We answer — their management has forgotten the main thing. That is, about the typical consumer of our time and the peculiarities of his behavior when choosing and buying goods.

Laws of visual perception of goods

Let's start with the basics of the psychology of visual perception, namely the laws that explain how a buyer sees a product.

1. The Law of <Figure and Ground>. The essence of this law is in the bright highlighting of one object against the background of others. A person always highlights, <snatches> one object from the environment, while other surrounding objects become the background for some time.

We use this law when we want to focus the buyer's attention on a specific product for its promotion. The highlighting of a figure against the background can be achieved by:

quantity or size , for example, the quantity of one product is greater than another, or the product is large in size;
bright colors. Red, yellow, orange colors are recognized by a person faster. A person also pays attention to shiny or luminescent paints. A product with brightly colored packaging has a greater chance of becoming a figure, as well as a product of a different color, for example, blue glass cups against the background of ordinary transparent ones;