The Roles Of Innovative Point Of Purchase Displays In Influencing Consumer Purchase Decision

Anuar, Siti Aisyah (2019) The Roles Of Innovative Point Of Purchase Displays In Influencing Consumer Purchase Decision. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Roles Of Innovative Point Of Purchase Displays In Influencing Consumer Purchase Decision.pdf - Submitted Version Download (359kB)

Abstract

Nowadays, retailers across all over the world are battling in putting up good promotional deals, advertising and marketing strategies in attracting more customers into their perspective store. Furthermore, companies have spent vast amount of money in advertising and promotional activities. One of the common promotional activity is Point of Purchase Display. Point of Purchase Display acts as a communication medium between companies, retailers and consumers. In this era of modernization, many companies opt to change from the conventional to more innovative Point of Purchase Display with the significant influence on consumers, mainly on purchasing decision. With the utilization of the Theory of Purchasing Decision and Maslow’s Hierarchy of Needs, the roles of Innovative Point of Purchase Display; visual attraction, informativeness and impulse purchase persuasion play significant influence on consumer purchase decision. A framework consisting three independent variables and one dependent variable was constructed. In order to achieve the research objective, this study employed quantitative method by conducting a survey questions to 222 respondents. The distribution of questionnaire was distributed by Google Form Survey. The same method was applied in data collection. The results from descriptive statistic and multiple regression have identified that visual attraction, informativeness and impulse purchase persuasion have significant impact on consumer purchase decision. Hence, at the end of this study, researcher is able to prove the hypothesis. In conclusion, this study contributes to the understanding of the roles of Innovative Point of Purchase Display in influencing consumer purchase decision.

Actions (login required)

View Item