The Effects of in-Store Advertisement Tools on the Sale of Dairy Products from the Customer’s Viewpoints

Abstract

The present paper is an attempt to survey the efficiency and priority of in-store advertisement tools on the sale of dairy products. The recent decades are characterized with shift of attention on marketing so that winning the customer outweighs having something to sell. In other words, creating the market is more challenging than producing the product. Creating market is a main portion of business activities by commercial entities. Advertising products inform the customer about the products and introducing products are factors in attracting customers and marketing. The efficiency of utilized advertisement tools in the store on sale and prioritizing these tools are two main objectives of this study. This study is an applied in terms of purpose and regarding information collecting method is a descriptive-survey study. Data analysis was done by using student’s t-test and DEMATEL technique. Totally, 14 in-store advertisement tools were recognized by using Delphi technique and based on literature review and consulting with the experts in marketing and point of purchase (POP) advertisement. Afterward, the tools are prioritized regarding their effectiveness by using a questionnaire and t-test. DEMATEL technique is used to divide the in-store advertisement into two groups of the cause and the effect groups, then the most affecting and affected tools are determined. The results reveal that the sign at the entrance of the store is the most effective in-store advertisement tool and music was found as the least effective tool.