POP displays : point of purchase displays in Swedish retail environment

Well-designed Point-of-Purchase displays can boost sales for a product tremendously. There is theory behind what POP displays should look like and therefore we thought it would be interesting to explore the Swedish retail environment and to see how POP displays are designed to increase sales. Therefore the purpose of this thesis is to provide a better understanding on how POPs are used in a retail environment. In order to reach this purpose, two research questions asked about how the POP design and the in-store environment can be described. Based on these questions we conducted a literature review that lead to a conceptual framework, which in turn presented what we would collect our data on. A qualitative, case study methodology was used, where the data was collected through observation of POPs at two Swedish supermarkets. The findings indicate that it is important for the products to be shown clearly and in a stylish matter and that the design should be unified, with the right proportions and having a clear focal point. It was also found that the power aisle has a great affect on the perception of the store, as well as an affect on the price perception and the image of the store.Validerat; 20101217 (root