Product Category Layout and Organization: Retail Placement of Food Products

This article discusses the placement of food products in retail stores, in particular how the placement of food products can influence how consumers perceive the store in general and these products in particular. It reviews the overall layout of the store, assortment organization, and shelf arrangement. The overall layout of a store (or department within a store) is one of the first things that consumers notice when they enter. Layout affects overall store perceptions (e.g., whether the store is considered upscale or downscale) and as a consequence expectations about the products being sold therein (e.g., whether products are likely of high or low quality and price). When consumers approach the shelves on which food items are displayed, the organization of the shelf matters. Assortment organization can increase the salience of attributes, and thus influence the choices that consumers make. Additionally, consumers adjust their perception of food products based on the specific location these products take on the shelf.<br/>