Theory question 105
Merchandising(a) What is merchandising?
(b) Mention four merchandising activities.
(c) State seven functions of merchandising.
Show the model answer
(a) Merchandising is all the promotional activities done at the point of sale (retail outlet) to make customers buy a product.
(b) Any four: shelf arrangement and display; window display; point-of-purchase materials (posters, shelf talkers); in-store demonstrations; free samples and tasting; special price offers; keeping the right stock level.
(c) Any seven: makes buyers aware of the product; attracts attention; reminds buyers; encourages impulse buying; helps product positioning; builds brand identity; ensures good shelf arrangement; keeps adequate stock; encourages customer loyalty; gathers information on buyers and competitors; increases sales.
Merchandising happens in the shop, not in the media.