Use of merchandising in trade on an example of chain store Delikatesy Centrum
DOI:
https://doi.org/10.24917/20845456.17.3Abstract
The subject of the study is merchandising, its genesis, issues encountered in the subject literature and application of his techniques in investigated chain store. The aim of this article is presentation of the selected elements of commercial merchandising and research Delikatesy Centrum (DC) store customers are noticing their impact during shopping. The definitions, the essence of the concept and the types of merchandising was presented. The research procedures are explained and the results of the survey research are presented. The source material for the research was subject literature relating genesis and broadly understood merchandising issues. The research was conducted online using a survey questionnaire made with Google Forms, shared by internet communicators, thanks to him feedback was obtained on impact of merchandising on their behavior and mood in the store. Research shows more than half respondents pointed out that hearing stimuli affect their mood during shopping. Buyers also paid attention to the distribution of goods within the sale room. It was found that chain store Delikatesy Centrum (DC) customers notice the impact of merchandising techniques on their own behavior or purchasing decisions.
References
Borusiak, B. (2006). Merchandising. Poznań: Wydawnictwo Akademii Ekonomicznej w Poznaniu.
Borusiak, B., Wanat, T. (2020). Merchandising w handlu stacjonarnym i internetowym. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu.
Deluga, W. (2016). Merchandising w handlu detalicznym. Marketing i Zarządzanie, 4(45), 287-299.
Diamond, J., Diamond, E. (2007). Merchandising. Magnetyzm przestrzeni handlowej. Gliwice: Helion.
Drab, A. (2010). Merchandising: geneza, typologia i definicje. Prace Naukowe Akademii im. Jana Długosza w Częstochowie. Pragmata tes Oikonomias, 9, 53-64.
Gajewska, P., Piskrzyńska, K. (2016). Wpływ visual merchandising na decyzje zakupowe klientów. Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie, 4, 309-328.
Kopaliński, W. (1985). Słownik wyrazów obcych i zwrotów obcojęzycznych. Warszawa: Wiedza Powszechna.
Matysik-Pejas, R. (2013). Działania merchandisingowe i ich wpływ na klientów sklepów wielkopowierzchniowych. Zeszyty Naukowe Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie. Polityki Europejskie, Finanse i Marketing, 09(58), 340-350.
Nowogródzka, T. (2010). Merchandising jako skuteczna technika marketingu handlowego. Zeszyty Naukowe Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie. Polityki Europejskie, Finanse i Marketing, 3(52), 299-310.
Strzeszewska, A., Nojszewska, J., Bernacka, A., Motyliński, R. (2005). Słownik Angielsko-Polski Polsko-Angielski. Warszawa: BUCHMANN.
Sullivan, M., Adcock, D. (2003). Marketing w handlu detalicznym. Kraków: Oficyna Ekonomiczna.
Witek, L. (2007). Merchandising w małych i dużych firmach handlowych. Warszawa: Wydawnictwo C.H. Beck.
Strony internetowe:
https://sjp.pwn.pl/szukaj/merchandising.html Pozyskano w dniu 22.04.2020
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Annales Universitatis Paedagogicae Cracoviensis Studia Geographica
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The submission of a paper to be published is synonymous with an agreement to transfer the copyright free of charge from the author to the publisher. The author also agrees to permit the publisher to publish the paper in printed form, open access online form, digital library form and other digital platforms with which the publisher has or will have a publishing agreement. Furthermore, the author agrees to not limit the number of copies that may be printed or issued by the publisher. In the case of co-authored papers, it is assumed that the corresponding author is authorized to represent the remaining co-authors in this respect. Authors are requested to sign a copyright declaration.
