Role of Point-of-Purchase on Consumers’ Perception of Coca-Cola Beverage in Nigeria

Abstract

Consumers have needs, values, and preferences, which is important to them while making buying decisions. This preference determines the choice made by individuals when they see the product(s) or hear sounds that attract them to an environment in which they want to make a purchase decision. Having the opportunity to see product(s), does not only instigate a consumer to buy but reduce the uncertainties the customer experience while making buying decisions. The need to instigate consumers to buy a brand’s product among several competing brands makes brands provide point-of-purchase display tools to help push products to consumers through retail outlets whilst influencing consumers' buying decisions. Using the Servqual model and conditioning theory, this research work was carried out to examine the role of point-of-purchase display on consumers’ perception of brands. Survey research was conducted for this purpose. A total of two hundred valid responses were collected from respondents who are consumers of the Coca-Cola brand products. The data collected from questionnaires were analyzed using ordinal logistic regression on SPSS version 25. The research findings show that there is a significant positive relationship between the independent variable- point of purchase display (atmospherics, product display) and the dependent variable- perception (value, reputation). Hence, the study recommends that brands should always motivate retail outlets to keep their products on display and their display items in strategic places in the store to thrive in the competitive market. Lastly, because the atmospherics attract customers before the display in indoor settings, it is recommended that the atmosphere should create a remarkable experience for customers by leveraging on enticing the human sensory.