Improving the design of carbonated soft drink displays in a hypermarket store

Name: Pete Puntufak

keyword: Carbonated soft drink display

; Retail display strategy

; Hypermarket consumer behavior

Abstract: This study investigates the impact of strategically designed product displays on consumer behavior and sales performance in a hypermarket environment, focusing on a leading carbonated soft drink brand. The study integrates qualitative and quantitative methods, combining shopper observations, semi-structured interviews, and sales data analysis. Key findings reveal that displays significantly enhance shopper engagement, promote impulse buying, and facilitate cross-category purchases. Quantitative analysis demonstrates notable improvements, with a 30% increase in sales revenue and a 60% rise in purchase incidence post-display implementation. These outcomes highlight the critical role of strategic display design in optimizing retail performance and consumer interaction. Recommendations are provided for enhancing product visibility, employing multi-sensory displays, and leveraging brand storytelling to further drive shopper engagement and sales growth.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Swierczek, Fredric William

Role: advisor

Created: 2024

Modified: 2025-05-19

Issued: 2025-05-19

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2024.220

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Global Business Management

Grantor: Thammasat University

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