a)
Introduction
The study relates to the consumer purchases in the market where some items are disorganized and has a limited quantity. The aim of the study is to identify the effect of such condition on the purchasing decision of the consumer. A consumer can have positive, negative, or neutral perception regarding the product that is messed and it varies from case to case. The research is conducted to collect information from literature and determine the factors that relate to the purchase of familiar branded products or others. The study provides a clear view of the effects of these situations on the preferences of the consumer while visiting the stores. Images are also presented in the study to show different type of situation that influence purchasing decision of visitors or consumers (Castro, Morales, & Nowlis, 2013, p.118).
Literature
The researchers have provided the evidence that positive or negative influence depends on the type of products in the store. If the product is ingestible, the consumer will not prefer to buy the product. In the case of non-ingestible product, the consumer will prefer to purchase although it is disorganized or messed up. Morales (2005) has examined that location within the store influence the contamination of consumer. The study indicated that the presence of ingestible product on a shelf that is not properly arranged could reflect contamination that could lower its sales. On the other hand, the study found that the presence of one non-ingestible product on a shelf that has a messy look reflects popularity and it could have a positive impact on its sales. It suggests that disorganized products sales increase in a different situation. Brand familiarity is also affected by the disorganized shelves and limited quantity of the products (Morales, 2005, p.806). Therefore, the study reveals that there is a relationship between shelf organization and type of product that has a direct influence on purchase by customers.
Hypothesis
There is two hypothesis prepared for the findings and results. The first hypothesis includes the type of case in which the consumer purchase of ingestible decreases in disorganized shelves and limited stocks and vice versa. The second hypothesis comprises of a decision that if the purchase of non-ingestible product decreases while shelves are disorganized and has limited stock of the product. The hypothesis testing is limited as the study is critical to find the effect of some situations on the purchasing preferences (Castro, Morales, & Nowlis, 2013, p.119).
Studies
There are four studies included in the research that comprise the availability and non-availability of stocks, and limited and full stocks of the product in the two situations. The two situations are ingestible and non-ingestible products. The studies are helpful in determining the effect of different situations on the consumer purchases. All studies are chosen to incorporate relevant facts that can change the consumer mind while shopping at stores. The decision of the consumer may change the inside location of stores where he can experience different types of arrangement of products in a single store (Castro, Morales, & Nowlis, 2013, p.120).
Results and Findings
The results and finding section of the paper provides a clear view that by separating a single product from many consumers purchasing is adversely affected in case of disorganized shelve and limited quantity. It also reveals that sales sometimes increase by separating a single product from others but in the same shelve. It is also explained by presenting an image that the results found were of mixed nature and it is difficult to interpret them (Castro, Morales, & Nowlis, 2013, p.119).
Discussion
It can be observed that in the case of a familiar brand of ingestible products, lower the consumer preference if the products are placed in disorganized shelves and limited quantity. However, there is no effect on those goods in case of unfamiliar brands. On the other hand, it was found that the sales of familiar brand were not increased due to the well-organized shelve or full quantity as the participants were brand lover and they do not change their decision with the location or else (Castro, Morales, & Nowlis, 2013, p. 121).
b)
The study reveals an open question that is, “Are all of the customers consider disorganized shelves and limited stocks as an influencing factor in the purchasing decision?”
The question is not being answered yet as it varies with the type of customers living in different geographical locations, belonging to different communities, and has a different perception. The research requires being conducted through primary research by sampling so that the perception of consumers can be gathered. The data collection should be done by determining and identifying the views and suggestions of consumers.
c)
A qualitative approach with primary research is required to conduct a viable study on influence of organized or disorganized shelves on consumer purchasing decision. The study will be helpful for the organization in maintaining and managing their operations according to the expectations of consumers. Stores need to change their display frequently to attract customers so they should have a clear understanding regarding the customer purchases. The study will not limit to the specific area or location as each customer has different perception regarding shopping at these types of stores. Also, all the questions regarding the organized and disorganized shelves will be asked to the consumers to provide a detailed discussion to the reader.
References
Castro, I. A., Morales, A. C., & Nowlis, S. M. (2013). The influence of disorganized shelf displays and limited product quantity on consumer purchase. Journal of Marketing , 77 (4), 118-133.
Morales, A. C. (2005). Giving Firms an ‘E’ For Effort: Consumer Responses to High‐Effort Firms. Journal of Consumer Research , 31 (4), 806-812.
