The impact of point of purchase advertising on consumer buying behavior

Abstract

Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, timing and their implications on achieving tactical marketing and sales objectives. The cause and effect relationship between point of purchase (POP) advertising and consumer purchase behaviour was established through extensive review of relevant literature. The recommendations will aid corporate organisations to enhance their point of purchase (POP) advertising and marketing strategies towards increasing overall sales. To further enhance sales, future research should be geared towards product packaging.