StudentShare solutions
Triangle menu

Point-of-Purchase - Essay Example

Nobody downloaded yet

Extract of sample

Products and services must be developed that appeal to a mass of individuals. Common wants and needs that pertain to the social, regional, educational, economic, psycho- logical, national, or other group interest of a market segment must be recognized and translated into profitable opportunity. I am satisfied with this new product and I am going to buy it again and recommend to my friends. In general, point-of-purchase (POP) decisions are influenced by spontaneous desire to try a new product. POP is most effective where products can be differentiated, where demand is expanding, where hidden product qualities cannot be identified at the time of purchase, and where favorable company images or strong emotional buying motives exist. The purchasing process and the related acts of accumulation and consumption are means of achieving goals both of the purchaser and those he represents. The acts of accumulation and consumption indicate the differences between consumers and purchasers, and between consumption and buying. Both industrial purchasing agents and "consumer purchasing agents" are essentially engaged in solving problems (Boone and Kurtz 2002).
Another product selected for analysis is a new anti-aging crme by Clinique. Product is advertised by many local specialty shops and cosmetic departments through in-store ads and personal selling. This POP campaign annoys me because I do not use this brand and do not need this product. I suppose that this example shows that considerable confusion exists over the meaning of consumer wants and needs. In a most restricted sense, needs refer to things we cannot do without, items that are indispensable to life. Food, shelter, air, and water are needs in this absolute sense. For marketing purposes, however, this definition is much too narrow. Buyers are not totally inept or irrational in making purchases, particularly household purchases. Actually, consumers have become quite professional in some areas of consumption. Veritable purchasing agents, they often plan their purchases, especially of high-priced durable goods such as automobiles and washers and dryers. Information is important to them about the advantages and limitations of various types of items. I did not buy this product and will not recommend it to other people. This example shows that buyer behavior is also concerned with ways of reducing perceived risk. Two types of uncertainty inhere in product decisions. First, products may not be as functional or durable, or perform as well, as anticipated. Second, there is the risk of unfavorable product reflection on one's self image. Product risk is a function of the degree of product knowledge, the price of the product, product visibility, and the social significance of products and their newness (Crawford 2003).
In many cases, POP campaign is ineffective and does not meet the needs and wants o manufacturers. However, for many products such as television, stereophonic components, and air conditioners, it should be noted that even given the technical information, consumers do not have the background necessary to interpret the data and make the wisest purchasing decisions. Purchase responses are shaped by communications which, in part, are controlled by the seller in the form of advertising and selling. But seller-dominated market communications do not furnish all the information necessary to satisfy the curiosity and needs of buyers. ...Show more


Previous week, I bought a new shampoo advertised by one of the local stores. My decision to purchase this new product was influenced by a counter salesperson. She recommended me to try a new product because of unique characteristics and low price established by manufacturer for this new product…
Author : horacio81
Point-of-Purchase essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Purchasing behaviour of young people at the university as far as purchase of smart phones is concerned
Methodology 7 3.1 Quantitative methods 8 3.2 Qualitative methods 8 3.3 Sample design 9 4. Findings 9 4.2 Quantitative analysis 10 4.3 Qualitative analysis 12 5. Discussion 13 5.1 Brands and models 13 5.2 Various uses 13 6. Conclusion 14 7. References 15 8.
14 pages (3500 words) Essay
Making a major purchase
Apart from many economic factors, one can say that non-economic forces also exist in the person’s decision of making a purchase. These factors in combination with economic factors tend to have an impact on consumers when a decision relating to a measure purchase is made.
2 pages (500 words) Essay
Consumer and Purchase Behavior
It usually involves the how, why, when and where a consumer commits or rejects a purchase of any particular product. This study attempts to study the various dynamics that affect the behavior of a particular consumer while purchasing a particular product.
8 pages (2000 words) Essay
Marketing mix stimuli (including products, brands, advertisements, packaging, point-of-purchase display) are designed and manage
There are a number of factors that include economic, social, cultural and cognitive factors that affect the way the consumers will regard a product in the marketers. Marketers must always be able to identify these factors as a way to increase the way they market their products.
11 pages (2750 words) Essay
Point-Of-Purchase Advertising
When I think of instances I encountered point-of-purchase advertising, I am not reminded by brands but three kinds of products. These are cosmetics, food and magazines. I think the kind of point-of-purchase promotion for these products have are very effective based on my observation and actual experience.
3 pages (750 words) Essay
Point of Presence Advertising
Recently, the author came across point of purchase advertisements and found them to be very effective. Two such purchase instances are presented herewith - Three DVDs packaged at lower consolidated price and the Memory Stick of Sony digital camera packaged with re-writable DVDs for Sony Handy Cam at lower combined price.
4 pages (1000 words) Essay
Relationship between the brand personality and purchase intention through the use of Country of Origin (COO) image and by illustrating how this impacts the intention of purchase
The country of origin is the base or the country with which the brand has been said to be emerging from. The concept of brand personality refers to the tastes and preference placed by the consumers on the products. The survey was carried out by taking into account two different countries that is Japan and China.
4 pages (1000 words) Essay
The Influence of the Advertisement spokespersons on Consumers Purchase Intention--A Case Study of Cosmetic
The process starts from the level of unawareness of the customer towards a specific product or a brand and the first step of which the company ad is to build the awareness
44 pages (11000 words) Essay
Louisiana Purchase
The route was originally controlled by the Spaniards and the United States entered into the Pinckney Treaty with Spain effective for three years and signed in 1795. This gave
1 pages (250 words) Essay
Discussion - of hypothesis testing results (dissertation)
For the current model, logistic regression was applied to test the fit of the model while at the same time predicting the probability of whether customers make
2 pages (500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us