The Impact of Point of Purchase Communication on Consumer Decisions

This essay discusses the importance of point of purchase (POP) communication in influencing consumer buying decisions, using the author's personal experience of purchasing a television as a case study. It highlights various factors influencing the purchase, including economic, functional, personal, and psychological aspects. The role of a sales executive in understanding customer needs, building relationships, and providing relevant information is emphasized. The essay also touches on the significance of creating a conducive atmosphere and displaying goods effectively to encourage impulse purchases. It concludes that effective POP communication is crucial for enhancing customer satisfaction and driving sales, especially considering that many customers are undecided upon entering a store. Desklib provides a wealth of similar solved assignments and resources for students seeking to deepen their understanding of marketing and consumer behavior.

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POINT OF PURCHASE COMMUNICATIONS.
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Point Of Purchase Communications.
A point of purchase involves where a client is going to purchase an item. This involves the point
by which the client actually purchases a product they intended to. This point is usually arrived at
through a process. In my case, I choose to buy a television screen. When many customers arrive
at a shop they are usually undecided on what to actually buy. It is usually the work of the sales
executive to convince the client on what to buy especially if there are alternatives to the kind of
item the client intended to purchase at first (Andrews, and Shimp,2017). When I arrived at the
outlet I was first undecided on whether to buy a Samsung television, Sony or LG .I was however
sure on the number of inches I needed my screen to be. The point of purchase communication
helped me a lot in making a decision.
The salesman first listened to what I needed. With the kind of money, I was willing to spend we
were down to only the products of these two companies. Several factors put in place influenced
my decision to buy a Samsung television. These factors included economic factors. The product
was affordable for me. Depending on the budget I had equipped myself with I actually had more
than enough for this particular flat screen. Other factors like functional, personal and
psychological factors played a big role in convincing me that was the right screen to take home
(Ashley,and Tuten,2015).
The product was practical in that it had all the features I needed to have on my screen. The
picture quality was superb. It had several Universal Serial bus ports.It also had Wi-Fi
connectivity. All these functional factors were let known to me by the sales executive and
influenced my choice to buy that particular product. Personal factors that influenced my decision
to buy that particular product may have included lifestyle (Erevelles,et al 2016).That particular
screen fitted my elegant lifestyle. It would fit perfectly in my living room. Physiological factors

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may have included perception. I have always believed that Samsung television is always the best.
When I got the chance to own one at a fair price I simply could not turn that down. Customers
always have a perception on their mind about what they want and the kind of products they need
hence the point of purchase communication is usually a catalyst towards helping the customers
acquire what the actually desire (Godey, et al 2016).
To convince a consumer it takes a good sales executive in convincing the customer to either
purchase the product they came to buy or even make an impulse buy.
A good salesman should possess a number of qualities. This may include listening to the
customers more than they speak. When they listen to the customer they are able to come up with
an idea of what the client wants rather than what they need. This plays a big role in making sure
the client leaves the outlet happy and satisfied. A good sales executive will build a business, a
customer a time. This means that every customer is important to them. They award the same
attention to all their customers, this ensures customers satisfaction and in return, the customer
can either purchase what they came for or at some time recommend that particular outlet to their
friend therefore growing the business. They make purchases with the idea of growing the
business rather than improving sales (Solomon, et al 2014).
Growing the business will involve understanding what the customer needs and also developing a
personal touch with the business. When a salesperson thinks about sales they might not
necessarily satisfy the customer.
A good salesman should also be time conscious, know the difference between contact and
contract .They should also use networking tools and develop a relationship with the customer.
Developing a buyer-seller relationship is very essential in almost all businesses. The buyer

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should be able to associate with the seller in a way which they can feel free to tell them what
kind of products they desire to buy and why they are actually buying them. By developing this
relationship a buyer can always leave the shop satisfied since they gave the seller the chance to
decide what is really good for them (Xiang, at al 2015).
Research has shown that about seventy-six percent of the buyers are not decided on what they
actually want to buy when entering a supermarket. Therefore it is essential to have a great point
of sales skills to improve your sales. These skills may involve creating the right kind of
atmosphere by which the buyer can easily purchase anything .This atmosphere is through having
the right kind of sales executive who possesses the skills discussed above. However, it is
important to also have the right kind of display of goods, especially where the customers are
making their purchases as many will buy a product because through an impulse.

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References.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), pp.897-904.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, pp.244-249.

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