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EFFECT OF POINT-OF-PURCHASE DISPLAY MATERIAL OF SALES AND PROFITABILITY OF SELECTED RETAIL OUTLET IN CALABAR

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The retail industry is a dynamic and highly competitive sector where businesses constantly strive to gain a competitive edge. In this pursuit, retailers employ various strategies to enhance their sales and profitability. One such strategy that has gained prominence in recent years is the utilization of point-of-purchase (POP) display materials. These materials serve as a critical component of a retailer's marketing arsenal, as they are strategically positioned at the point where customers make their purchasing decisions. This research paper seeks to investigate the effect of point-of-purchase display materials on the sales and profitability of selected retail outlets in Calabar, Nigeria. Point-of-purchase displays encompass a wide range of marketing tools, including shelf talkers, banners, product dispensers, and other eye-catching visuals placed near or on product shelves. Understanding the impact of these materials on sales and profitability is crucial for retailers looking to optimize their marketing strategies and gain a competitive edge in today's retail landscape.

The use of point-of-purchase display materials has become increasingly prevalent in the retail industry due to their potential to influence consumer behavior at the critical moment of purchase. These materials are strategically designed to capture the attention of shoppers and encourage them to make impulse purchases or choose specific products over others. In a competitive market like Calabar, where numerous retail outlets vie for consumers' attention and wallets, the effectiveness of these POP display materials can be a decisive factor in a store's success.

As consumer behavior continues to evolve in response to changing market dynamics and technological advancements, it is essential for retailers to adapt their marketing strategies accordingly. Traditional advertising methods such as television and print media are still relevant, but they may not provide the immediate and targeted impact that point-of-purchase display materials can offer. This study aims to shed light on the specific ways in which POP display materials can influence consumer choices and contribute to increased sales and profitability for retail outlets in Calabar.

To conduct a comprehensive analysis of the effect of point-of-purchase display materials on sales and profitability, this research will adopt a mixed-methods approach. Quantitative data will be collected through surveys and point-of-sale (POS) system data from selected retail outlets, while qualitative insights will be gathered through interviews and observations. By combining both quantitative and qualitative methods, this study aims to provide a 

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