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Kuda Supermarket

Kuda Supermarket

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Published by kays chapanda

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Published by: kays chapanda on May 21, 2010
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Midlands state universityFaculty of commerceDepartment of business management
Name. Chapanda Kudakwashe GraciousRegistration No. R0645087Level 4.2 (PDP)Programme. Business ManagementBM403 AssignmentQuestion. Go to a supermarket, look at their displaysand with justification discuss why what is where.Include a layout planningDue date. 1 March 2010
An outline of TM supermarket Gweru branchAccording to Besser (2008), retailers use a variety of formats to display their wares.While some merchants use "power merchandising" tactics more than others, the overallgoal is the same: present the merchandise in an inviting and informative manner. Studiesshow that consumers spend 15 to 20 percent more in stores they find to be well stocked, pleasantly kept and "fun."Below are some of the aspects that I discovered at TM supermarket Gweru branch when Idid my research.
Open invitation:
Store layout begins outside the supermarket, a bit like 'kerb appeal'when selling a home, Geary (2007). The front entry and exit points of TMsupermarket are very large and always open. This allows the customer from out side tosee what is being displayed and attract him or her into the supermarket.
Tendency to look right:
Baumler (1995), argued that, it has long been known thatover 75% of customers tend to look right when entering a supermarket - it's simply theway the world is. For this reason the area immediately to the right of the entrance andthe decompression zone is used to display special offers and promotional items. TM
supermarket also agree with this suggestion because their entrance is to the far left of the building and to the right we have a vast of products.
Many times, the layout is designed to help customers move through the store.The classic floor design is used at TM supermarket. It is a grid layout where aisles run parallel and perpendicular to each other. This uses floor space well and simplifiesstocking. The customer wont feel like in a maze.
Flow and Appearance:
The aisles at TM supermarket are so wide to such an extend thatthree trolleys can pass each other. Wide, open aisles are nice because bumping intoshelving or other customers can be quite frustrating Carter (2008). Sometimes displaysare extended into aisles intentionally, which impedes passage but ensures prominence.
Positioning and Arrangement:
TM supermarket uses vertical merchandising. Verticalmerchandising places like items together in a column, usually putting large things on the bottom and small things at the top. Waters (2008) defined vertical merchandising as the placement of merchandise from top to bottom on a fixture, rather than from side to side.By presenting an assortment of merchandise vertically you will expose customers to agreater variety of your assortment at eye level. And, since the customer is naturallyinclined to read at eye level from left to right, and buy at hand level, this technique looksgood and encourages purchases. Arrangement at TM supermarket is done in many ways:style, price, color, size and so on, depending on what works best. For example drinks arearranged according to their flavours.
Cross merchandising:
is also used at TM supermarket. Cross merchandising displaysrelated items jointly, such as hanging bottle openers in the same area as the bottledsoda, Mitchell (2009). Cross aisle merchandising puts related items on both sides of the aisle to keep related goods together. Items that complement each other are oftenfound close together to entice customers to buy more. One will fire find ladies wear along with other cosmetics at both sides of the second aisle.
Seasonally TM move the products that are being promoted on that specificseason to the front ends of the aisles. For example the Back to School promotion. Moving

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