Ii. Menejment va marketing merchandising in retail trade companies

JOURNAL OF MARKETING, BUSINESS AND MANAGEMENT(JMBM)/SJIF FACTOR: 5.57

II. MENEJMENT VA MARKETING


MERCHANDISING IN RETAIL TRADE COMPANIES


Allayorov R.A.
TDIU and ORIENTAL University, PhD


Abstract: In the competitive conditions of the consumer goods market, the effective use of traditional advertising methods is becoming increasingly difficult. In this regard, other technologies require special attention. This article is dedicated to studying the role of merchandising in the management of sales in the retail market.
Keywords: merchandising, sales management, retail trade, consumer goods, product presentation, sales promotion, displaying products.

Currently, unorganized purchases in stores constitute more than 50% of their total volume. Therefore, one of the main tasks of retail stores is to attract customers' attention directly to the products and increase the sales of their own products in retail outlets.

Merchandising as a Modern and Effective Method for Attracting More Customers, Increasing Their Dwell Time in Sales Areas, Enhancing Interest in the Presented Assortment, Boosting Brand Appeal, and Ultimately Influencing Positive Sales Figures, Maximizing Business Benefits.
In general, this part of the marketing process is responsible for creating a unique atmosphere within the store and takes into account the psychological characteristics of consumer behavior. To create the most comfortable environment for their customers, experienced specialists need not only to analyze the motives, interests, and goals of the customers who visit the store but also to delve into psychological aspects such as human reflexes.
Hence, when most customers enter the open display area of the retail store, they instinctively move from right to left, clockwise. The reason for this is that the majority of shoppers are right-handed, so their right foot is generally larger than their left foot, making it more comfortable for them to walk in this direction. Therefore, it is recommended to arrange products for them on the right side and make the entrance to the store convenient for moving to the right side.
Attracting the interest of a particular product plays a significant role in the merchandising process. An attractively presented or colorfully designed product image that closely relates to the customer's motivational structure affects their emotional memory and makes the product even more appealing.
However, you should avoid overloading the retail space and its shelves with too many products. The human ability to process information is limited – at any given time, a person can only see products within a certain radius (see figure 1). In the field of retail trade, this number ranges from 3 to 5 because a customer can perform multiple actions within a short time frame during the purchasing process – moving along sales racks, comparing prices, looking at pre-arranged lists of items to purchase, speaking with someone, discussing, and more.
Beyond this threshold, excessive choice impacts a person negatively, leading to decision fatigue and discouraging automatic purchasing.
In conclusion, merchandising is a crucial aspect of retail sales that can significantly impact the success of a store. By understanding and applying the principles of psychology and consumer behavior, retailers can create a shopping environment that draws in customers, keeps them engaged, and encourages them to make positive buying decisions.