Retail Marketing: Practices and Research

Usually, the buyer is familiar with only less than one percent of the entire variety of products and brands presented in the store. However, with the help of simple visual techniques, it is possible to attract the consumer's attention to... certain products and influence how they will be perceived. However, by exerting such influence on buyers, the retailer must act with great caution, fully understanding how the rules of visual perception work. 'Retail Marketing' contains a detailed overview of research in the field of retail marketing conducted over the past 40 years. This book describes a model of how customers make retail decisions, confirmed by numerous experiments and field studies. The author shows how, based on this model, to properly manage the assortment and pricing, as well as to create a purchasing stimulating environment in the store. The purpose of this book is to fill existing gaps in knowledge and challenge many of the industry truths that retailers love to rely on, but which are based on nothing more than hearsay. 'Retail Marketing' is perfect for those working in retail or studying the art of commerce and retail in higher education institutions.