The positive attitude of customers towards point of purchase displays (POP displays) that is an element of in-store marketing. According to them, customers not only consider POP display or digital sign as tool to draw attention, but also consider as tool of informing about product’s availability, attributes and price discounts that influence their purchasing behavior. Additionally, they also describe that most of the customers focus on price discounts, free samples, bonus packs and in-store display, when they enter in retail stores for making decisions regarding product trial as well as purchasing.
That customers also have negative attitudes towards in-store promotional strategies because of its potential impact on their pocket or budget in terms of higher spending. According to research, sometimes, customers think that in-store display, price discounts and free samples force them to purchase products in huge quantity, which negatively affects the budget. Along with this, in the research, it is also stated that coupon does not have any significant effect on product trial due to lack of response by customers (Attitude Towards In-Store Marketing Strategies). Sometimes, customers also think that the companies use these types of promotional strategies to sell those products, which have some defects as well as not attractive in features.
The avoidance behavior of consumer can cause the negative perception of them for in-store promotions. As per the consumer behavior theory, avoidance behavior of consumers causes an increase in the time spent in store and a decline interest for store and products consequently.
But at the same time, approach behavior of the consumers leads towards the positive perception of customers for the in-store promotions (Advertising and Sales Promotion Assignment Help). Thus, it could be determined that the consumer behavior has both positive and negative impact over the significance of an organization to operate its in-store promotional activities. UK consumers are also having different perceptions and behavior, which is required to be addressed by the organizations for making their efforts related to in-store promotions.