Factors influencing acceptance of point of purchase displays and materials by supermarkets in Mombasa
This study was a survey of the factors influencing acceptance of Point of Purchase by Supermarkets in Mombasa. The aim of the study was to review the use of Point of Purchase display and materials and factors that influence their use in supermarkets. The objectives of the study were to identify Point of Purchase displays and materials used and consequently explore the factors that the supermarket owners and managers consider in making the decision whether or not to use them in their outlets. The findings of the study are meant to benefit not only manufacturers and distributors, but also the supermarket owners and managers, Point of Purchase display and materials designers as well as any other policy makers. The study was carried out in Mombasa supermarket whereby the research wanted to find . out whether those factors affecting use of Point of Purchase display and materials according to studies done in US and UK are similar to those in Mombasa. Several authoritative sources of literature were reviewed to establish a historical background and growth of Point of Purchase displays and materials. The literature review indicates that use of Point of Purchase displays and materials are becoming a fast growing practice in supermarkets and quickly being preferred than advertising for various reasons including low cost and possibility to quickly change the common message among others. The study was a descriptive survey study whereby the population consisted of 12 Supermarkets in Mombasa. Data was collected using a questionnaire and an observation of the Point of Purchase displays and materials used in supermarkets. The collected data was analyzed using descriptive techniques and findings presented using qualitative approaches. The study identified the main three factors affecting acceptance of Point of Purchase displays and materials to be; space constraints, willingness of the supermarket to carryout promotions and the types of displays used. The study also found out that supermarket owners valued support from manufacturers and distributors. An enhanced partnership especially in the area of Point of Purchase displays design and placement would be profitable to all these parties. The study makes a strong recommendation that further studies should be done to understand to what extent these factors affecting acceptance of Point of Purchase displays and materials do so. It will be also important to explore the area of Point of Purchase displays and materials as a form of sales promotion, its effectiveness and benefits.