Consumer Perception

Have you ever wondered why you walk into a shop, not intending to buy anything but walk out with bags of products? It has a lot to do with the way the shop places their products within the store, this is called shelf placement.

Shelf placement is a strategic move by stores to put products and services in specific areas of their stores in order to encourage buying. Stores use Shelf placement to get consumers attention on specific products. There are many different areas of a store that can be used for either advertising or product placement.

There are a few different levels that stores use to get our attention. Lets start with the ‘eye-level’, which is also known as the ‘bull’s-eye Zone’, the second and third shelves from the top. This level is the most convenient for the customers, they do not have to move their heads up or down, or strain their backs to reach a product. Although this may be the most ideal sport for manufactures to try and get their products, it also comes down to the packaging, the product size and where the product has been advertised well.

“Studies have proved, for example, when a heavy 54 oz juice product was shifted from a non-visible lower shelf to a higher visible location the sales did not increase, in fact they dropped by 15% because of the difficulty that was experienced in lifting such a heavy item” (The economic times, 2010)

The next level would be the 4th and 5th shelf from the top; these shelves are classified as the middle level or also known as the ‘kids-eye level’. Talking more about department stores rather than grocery stores, the kids-eye level shelves are there to allow kids to interact and reach out to a product that they see and might like. Grocery stores manage to implement this in some way when it comes to specific isles.. For example, in the cereal isles and also the toys and magazine isle.

The final level is the bottom shelf; these are mainly for oversized items, bulk items, and even private-label brands. Private-label brands tend to be most costly, which is why the store brands generally tend to be less costly take up the bulls-eye level. As the example demonstrates, if the large, bulky items were to go in the middle shelves or eye-level, consumers would find it harder to lift rather than if they were on the lower levels.