Impact of Shelf Space on Purchase Behavior of Consumer
When a consumer push the cart to the passage of a supermarket he finds lot of product categories with lots of competitive brands entangling him. This is due to the limited shelf space availability and the thronging brands striving to get in the basket of the customers. The shelf space is a crucial strategy which influences the sales and marketing effectiveness. It can be evidently noticed that the lower shelf seeks less attention than upper shelves thus significant difference between the sales of the products brands can be observed placed in two different shelves. However acquiring a shelf space is a costly affair. A supermarket or a retailer in order to give space to the new product has to exonerate any other product, which requires labor and materials cost, data entry in the computer software, labeling etc. A supermarket or a retailer has to be adequately compensated for taking all such pains. The present research is a conceptual research which attempts to study the impact of shelf space on the purchase behavior of the consumers.