Effect of Specific Merchandising Practices on Retail Sales of Butter

Excerpt from the report Objective: The objective of the merchandising experiment on butter was to determine the effect which the following factors have on the retail sales of product: (1) location of butter in the dairy case, (2) size of the butter display, and (3) type of carton label (a pictorial carton indicating various end uses of butter compared with a nonpictorial carton). The determination of the effects of the above mentioned factors, which are generally associated with increasing sales of particular products, should provide a basis for appraising the extent to which butter falls into the category of products that can be measurably affected by variations in merchandising practices. In addition, this research serves as a beginning toward an appraisal of the marketing of butter and thus provides a foundation for future research on retail sales of butter