ROMANIAN JOURNAL OF

EXPERIMENTAL APPLIED PSYCHOLOGY

VOL. 4, ISSUE 4 www.rjeap.ro

54


THE EFFECT OF SHELF DISPLAY ON PURCHASING
DECISION

TUDOR CAIUS-CIPRIAN
a
, TOMA ANDREEA ALEXANDRA
b

a,b
University of Bucharest,
Department of Psychology


Abstract
The present study is centered on supermarket retail merchandising techniques and
their effects on the consumers choice. Method: Participants were a number of 42 people
answered the questionnaire, aged between 18 and 30 years old, intellectuals that surf the
web on a daily basis, 31 women and 11 men. The consumer buyer survey (Tudor & Toma,
2013) is a questionnaire composed of 3 types of multiple choice questions. Results: The
first hypothesis concerning the difference between the opinions stated by psychology
students and their buying habits for some of the products they regularly buy has been
confirmed (p<0.05). The second and the third hypotheses regarding the consumer behavior
influenced by salary and gender have not been confirmed (p>0.05).
The final results show that, even though the students know that they should act like
rational buyers, who choose products according to their intrinsic value, when describing
how they act in real situations, they basically admit to behaving differently, in the sense
that they are influenced in one way or another by marketing policies, regardless of gender
or salary level.

Keywords: shelf display, purchasing decision, consumer behaviour, retail.

Cuvinte cheie: aezare pe raft, decizie de cumprare, comportamentul
consumatorului, comer cu amnuntul.

1. INTRODUCTION


In the last two decades, countless specialists have tried to explain how
favourable presentation of goods influences consumer purchasing decision. From

*
Corresponding author: Caius Ciprian Tudor. Email: caiustudor@yahoo.com
55

placing chocolates at the eye level of little children, up to offering coupon
discounts, so the customer can have a benefit only by returning to the same store,
we can say that merchandisers have tested almost everything. One day, for
instance, Wal-Mart has shortened the shelf road between diapers and beer, because
retailers observed that most buyers of diapers were family men that had the habit of
purchasing their merchandises on Fridays, before weekend. But the same men were
also the traditional buyers of beer, unless they somehow forgot to do so. The
decision to place an "island" of beer near the shelves with diapers increased sales
of both products. All shelf presentation experiments were compared relentlessly
with sales results. So today, any change in goods presentation that produces an
increase of sales is considered "good". For example, changing the shelf for a
solicited product in order to persuade customers to visit less frequented areas it is
no longer seen by retailers as an unpleasant problem for buyers, it's just a
"marketing technique." As psychologists, the authors wanted to know if the buyers
are or are not fully aware that they accept to be "seduced" by special techniques
that influence their purchasing decision. The purpose of this paper is precisely to
make a comparison between what customers think about their method of buying
and their actual behaviour, which might be, in fact, suggested with ability by
merchandisers.
The first theories of consumer purchasing behaviour were issued by
economists but, because processes that preceded the decision were structurally
different, in order to understand consumers way of thinking, in time, emerged the
need for comprehensive analysis, able to provide reliable predictions, and this
imposed an interdisciplinary approach in which psychology played an important
role. In the early 20th century, scientists (Adams, 1913 Hollingworth, 1913 Scott,
1908) said that attention, interest, desire and action are the four steps that
determine people to consume, and the acronym AIDA (Attention - Interest - Desire
- Action) consisting of the initials of the four stages of purchase, was the name of
the first successful marketing model, used even today, in many advertising
campaigns. Classical economic theory assumes that consumer behaviour always
involves a rational choice. This theory is structured around some axioms like: (1)
the consumer has complete knowledge on both his needs and the available
alternatives for satisfying these needs, (2) consumer preferences are independent
from the environment within they appear, (3) decision to buy a product consist in
resources allocation, considering a maximum of utility under the conditions
determined by the budget constraints, (4) the consumer evaluates each alternative
on the basis of coherence principle.
In the mid-twentieth century, while establishing the best methods of
promoting a product, researchers have reconsidered their views and concluded that,
in order to predict consumer behaviour, the necessary analysis will be not only
economical but also psychological, social or even socio-anthropological.
56


1.1. THEORIES ABOUT CONSUMERS PSYCHOLOGY

Starting from a fundamental tri-factorial model, based on cognition, emotion
and behaviour, building on the common sense that characterize them, Americans
have taken three basic verbs (to Learn, to Like and to Do) and by mixing them
have obtained the fundamentals for several theories. The six variants resulted refer
to the consumer's process of thinking while taking the decision to buy:
Learning Theory (Learn - Like - Do);
Cognitive Dissonance Theory (Do Like Learn);
Minimal Involvement Theory (Learn Do Like);
Impulse Buying Theory (Like Do Learn);
Attributed Learning Theory (Like Learn Do);
Promotions Theory (Do Learn Like).
Because this study is focused on investigating the relationship between the
shopping habits of supermarket customers, and the techniques used by merchants
to determine clients to buy, not what they want or what they need, but mainly what
the store wants to sell, we will present just those theories explaining the
effectiveness of the marketing methods that involve innovative shelf presentation.
One of the classic marketing methods relies on learning through observation.
This theory relies on the natural tendency of the individual to mimic herding
behaviour. The imitation is always a shorter path to learning, because the
individual should just copy other people's actions. As such, in order to stimulate
imitation, this kind of commercials offer images with people using the product and
enjoy notoriety and sympathy from the audience. If the advertisement is well done,
the consumer is half convinced. While he may still be skeptical, the client will buy
the product at least one time, to test it. In theory, the product quality should be the
feedback, positive or negative, which will stabilize the decision to purchase in the
future. If the product has those attributes that satisfy consumers expectations, the
advertisement will reach its goal (Kapferer, 2002). However, cognitive dissonance
theory shows that, even if he has been fooled, the client still will not rush to regret
the act of buying. The term cognitive dissonance designates an uncomfortable
feeling that occurs when a conflict arises between the beliefs, ideas, values or the
emotional responses of an individual. To avoid this discomfort, people
conveniently forget or minimize the negative aspects of their choice.
In marketing, the advertisement should help consumers feel the impulse of
buying immediately (so it starts with action - Do), promising that the merchandise
is so good that satisfaction is guaranteed (Like), while the client is supposed to
understand the product's qualities only by using it (Learn). To "force the hand", the
ad must contain pressure factors, such "limited offer", "just for those calling the
next minute," etc. The theory relies on the fact that the individual buys the product
57

as not to "lose" the opportunity and then deemed to have been a good decision just
to avoid the discomfort of thinking that he made a mistake. To avoid suffering, the
client refuses to acknowledge the positive aspects of the rejected alternative and
"forgets" the negative aspects of his election. This theory gave rise to consumer
loyalty campaigns in favour of known product brands (Festinger, 1957). Through
loyalty campaigns, the customer who already bought the product is ensured that he
made a good choice, and the manufacturer investments in new commercials are
meant to ensure the client that the producer is relentless to avoid any
disappointment in the future, hoping for a consistent and long-lasting relationship
with its customers.
Minimal involvement theory, formulated by Krugman (1962) says that an
advertising campaign quietly builds an intense and sustained influence on
consumers, the effect being more powerful when it relies on commercials using
dull messages, so common that are nearly trivial, as long as the message avoids all
negative elements, of course. In the first moment, the influence of such of a
campaign is low, but it will withstand in the long-term memory of all auditors, and
someday, when they will stand in front of a shelf, they will choose, without
knowing why, the most widely publicized product.
Since the early 20th century, by studying the way in which human perception
operates, Ebbinghaus (1902) has come to the conclusion that when an individual
must choose an object, a word or a product which he doesn't give too much
importance, he will choose the one that has been in his range of perception the
most times. Theory does not also work on objects, words or individual products to
which they attach importance, because there is a cognitive-affective "filter" before
the decision. Products and messages toward which individuals manifest little
interest or no interest at all were called by Krugman "trivia". They will be learned
and forgotten repeatedly from commercials until someday, when the individual will
consider them trustworthy and he will buy them. Krugman says that you never
know when the "day of action" will occur, but believes that an important catalyst is
the circumstantial context. That is exactly the shelf display policy!
Researchers say that there is a so-called "pure impulse" of purchasing which
determines people to buy, although the product purchased is absolutely unknown.
To explain this phenomenon some motivational and non-motivational models have
been proposed. When the new product meets the individual needs, the spontaneous
impulse is perfectly reasonable, in accordance with motivation principles.
Otherwise, another theory explains the phenomenon, stating that the impulse of
buying has an emotional component (Like) that causes the purchasing behaviour
(Do), and the individual will find out everything about the product (Learn) only
after using it. In this case, the buyer has only the "impression" that what he buys is
necessary, and experts say that he acquires the product as a result of self-image
(Dittmar et al., 1995). The more the product can reflect a desirable image about the
58

subject, the more that individual will be willing to pay extra for that product.
Women will buy jewelry and cosmetics on impulse, while men would rather buy a
car or sports items.
And lastly, there is the attributed learning theory, which emphasizes the
importance of "brand" in consumer's process of decision. This theory explains why
people are struggling to buy certain products, although most of the time they are
very expensive. Brand assures consumer's emotional involvement (Like) and
ensures the product has those qualities that the client already knows (Learn) even
before buying the product (Do). Currently, the consumer is saturated with offers,
so, for him, the brand is a certain amount of attributes of a product guaranteed by
the "impressions of other consumers that have already used" (Ogilvy, 1983).
Research shows that people who are emotionally attached to a brand sometimes
display highly emotional often irrational behaviour, and tend to create explanatory
excuses, resembling obsessive-compulsive tendencies" (Iliescu & Petre, 2010).

1.2. SHELF DISPLAY TECHNIQUES

According to Udrescu (2006) to reach a final decision, the individual goes
through several stages: (1) awareness of the need, (2) searching for information, (3)
evaluation of alternatives, (4) purchase and (5) post-purchase evaluation. The
general scheme for purchasing decisions was outlined as follows:
Worldwide supermarkets have about the same policy of arranging the shelves,
not only because it is the most effective presentation, but also because buyers
behave the same everywhere.
Optimum sizing of these areas has immediate and direct consequences on
both the turnover and the level of customer service. All retailers can choose
between three basic options for the layout districts in store:
Shaped grid layout: surface is rectangular and corridors are parallel. Shelf
display is formal and controlling the flow of customers in the store is guaranteed.
This kind of shelf display is adopted by supermarkets and self-services. It uses
efficiently the available space, creates a pleasant and organized environment and
facilitates the purchase of goods by placing the items in a standardized way.
Irregularly shaped shelf display: is informal, using the setting of various
kinds and sizes (as in the bazaar). The essential advantage is to create a relaxing
atmosphere, a friendly environment that encourages the customer to buy more and
to increase the number of goods purchased on the spur of the moment. This type of
location does not use space as efficiently as the previous method and can create
safety problems, if appropriate measures in this regard are not provided.
Arrangement in boutiques: it divides the store into a number of individual
sale areas, each with a specific type of products. Like a number of specialty stores
assembled together in one. The layout can create a unique purchase environment.
59

Department stores sometimes use this system to create a distinct image for each
buying zone.
Another aspect of goods display is shelf positioning. Based on the above
theories, traders know that the display of goods on the shelf may influence the
choice of the buyer, and therefore they try to implement strategies that give the
buyer the impression that he bought exactly what he wanted, when - in fact - he
bought just what the trader wanted to sell (Enache, 2005). One of the strategies
often used because it has good results is to place the goods within the reach of the
buyer. As mentioned by Scorar (2005), there are three levels, different as potential
of sales, on which goods can be exhibited: the ground, the eye level and up above.
Even producers ask traders to position merchandise so as to be easily seen and
reached by shoppers, respectively on shelves at eye level. For their products to be
positioned in the desired place, manufacturers pay a so-called "preferred position
fee", which is just one of the many forms that toll shelf may take (Enache, 2005).
Shelf fee also applies to additional position (goods occupy more space than is
necessary), to the secondary position (an existing product on the shelf is also
displayed in another area of the store, usually somewhere on the main traffic route,
in the form of islands) or to exclusive placement (the manufacturer desires his
products to be displayed on a whole shelf) (Enache, 2005).


2. OBJECTIVE AND HYPOTHESES

2.1. OBJECTIVE
The exploration of a possible link between merchandising techniques and
the decisional process of buying in supermarkets and hypermarkets.
Highlighting possible connections between shelf placement and product
sales for master students of the College of Psychology and Educational
Sciences that are studying consumer psychology.
Highlighting differences between genders regarding the effectiveness of
shelf placement.
Highlighting differences between low and high income regarding the
effectiveness of shelf placement.

2.2. HYPOTHESES

There is a statistically significant difference between the opinions stated by
psychology students and their buying habits for some of the products they
regularly buy.
Salary is a criterion that influences buying behaviour, in the sense that
those with low salaries are more careful and therefore less affected by
60

merchandising.
Gender influences consumer behaviour in the sense that women are more
careful and therefore less affected by merchandising.


3. METHOD

3.1. PARTICIPANTS/SUBJECTS
In order for the obtained results to be as representative as possible for the
chosen objective and topic, the effect of shelf display on purchasing decision a
questionnaire was made with items relating to consumer behaviour both indirectly
(by asking for opinions) and directly (using hypothetical situations). (See Annex 1)
The subjects were chosen from the ranks of master students of the College of
Psychology and Educational Sciences that are studying consumer psychology and
know all the theories regarding buying behaviour, as well as the techniques used by
merchants when selling their goods.
In order to obtain relevant information, the questionnaires items received
different scores, according to the measure in which the behaviour described by the
subject was more or less in line with store policies regarding the shelving of
products. After it was uploaded online the questionnaire, 42 people answered the
questionnaire. The characteristics of the participants were as follows: intellectuals
that surf the web on a daily basis; aged between 18 and 30 years old; 31 female and
11 male participants.

3.2. INSTRUMENTS
The consumer buyer survey (Tudor & Toma, 2013) can be seen at Anexa 1.
The primary instrument used was a questionnaire composed of 3 types of multiple
choice questions:
a number of 5 questions relating to their personal preferences regarding
product types and buying behaviour (2, 3, 4, 5 and 10);
a number of 5 questions relating to possible measures taken by the subject in
specific, predefined situations
(1, 6, 7, 8 and 9);
a number of 3 questions relating to the subjects age, gender and income.
All answers were scored according to how much they represent buying
behaviour the store favourises through its self-placement.



61


3.3. PROCEDURE
The testing required accessing the questionnaire online in order to complete it.
All the 42 participants were asked to carefully read the text and express their
sincere opinion. Subject scores were compared according to these criteria:
The importance of product self-placement;
The differences between genders regarding self-placement influenced
buying behaviour.
The differences between low and high income regarding self-placement
influenced buying behaviour.


3.4. EXPERIMENTAL DESIGN
This study is focused on the influence merchandising has on consumer buying
behaviour. As such, the dependent variable is represented by the numeric score
obtained by the subjects on the questions relating to measures taken in specific,
predefined situations, while their opinion in general is considered uninfluenced by
merchandising and therefore independent.

4. RESULTS

4.1 DESCRIPTIVE STATISTICAL ANALYSIS OF THE QUESTIONNAIRES
RESULTS

The questionnaires multiple choice items were scored according to how closely
the answers matched merchandising policies, on a scale of 0 to 4, with 0 being the
lowest score. Any answers that were not chosen by any of the subjects were
omitted for the sake of brevity. The results have been organised into value tables
for each question, and can be seen in table 1 to 10.

Table 1. Item 1: Where do you think a supermarket product should be positioned
so you notice it more easily?

Frequency Percent Valid Percent Cumulative
Percent
Valid
On the stands next to cash registers 4 9.5 9.5 9.5
On the shelves themselves 14 33.3 33.3 42.9
At the ends of the shelf next to the
promotional offers
9 21.4 21.4 64.3
The place does not matter, looking for the
desired product
15 35.7 35.7 100.0
Total 42 100.0 100.0


62

In table 1 can be observed that 33.3% from the participants choose the answer
On the shelves themselves and 35.7% choose the answer The place does not
matter, looking for the desired product. Hence we can conclude that consumers
are interested in a proportion of 35.7% in choosing the desired product.


Table 2. Item 2: When buying some shampoo what are your selection criteria?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Price 2 4.8 4.8 4.8
Brand 6 14.3 14.3 19.0
Promotional offers 2 4.8 4.8 23.8
Product quality 32 76.2 76.2 100.0
Total 42 100.0 100.0

In table 2 can be observed that 76.2%% from the participants are interested in
the Product quality and 4.8% are interested on the Price.

Table 3. Item 3: When buying some chocolate what are your selection criteria?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Price 2 4.8 4.8 4.8
Brand 7 16.7 16.7 21.4
Promotional offers 1 2.4 2.4 23.8
Product quality 32 76.2 76.2 100.0
Total 42 100.0 100.0

In table 3 can be observed that 76.2% from the participants are interested in the
Product quality and only a percent of 4.8% from the participants to the survey
are interested in Price.

Table 4. Item 4: When buying a package of flour what are your selection criteria?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Price 9 21.4 21.4 21.4
Brand 7 16.7 16.7 38.1
Placement on the shelf 6 14.3 14.3 52.4
Promotional offers 3 7.1 7.1 59.5
Product quality 17 40.5 40.5 100.0
Total 42 100.0 100.0

The participants at the survey are interested in a percent of 40.5% in Product
quality when they buy a package of flour and only 7.1 % in Promotional offers
(table 4).

63

Table 5. Item 5: When buying a bottle of water, what are your selection criteria?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Price 10 23.8 23.8 23.8
Brand 16 38.1 38.1 61.9
Placement on the shelf 4 9.5 9.5 71.4
Promotional offers 3 7.1 7.1 78.6
Product quality 9 21.4 21.4 100.0
Total 42 100.0 100.0

In table 5 can be observed that 38.1% from the participants are interested in the
Brand and only a percent of 7.1% from the participants to the survey are
interested in Promotional offer for the criteria When buying a bottle of water.

Table 6. Item 6: What do you do when you cannot find the particular brand you are looking for?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Grab what is handy 4 9.5 9.5 9.5
Take the most affordable product 8 19.0 19.0 28.6
Buy another product, with recognised
brand
14 33.3 33.3 61.9
Buy the desired brand from another
store
16 38.1 38.1 100.0
Total 42 100.0 100.0

In table 6 can be observed that 38.1% from the participants prefer to Buy the
desired brand from another store and only a percent of 9.5% from the participants
to the survey may Grab what is handy in the situation when they cannot find
their favourite brand.


Table 7. Item 7: How do you choose the supermarket you shop from?

Frequency Percent Valid Percent Cumulative
Percent
Valid
According to product prices 6 14.3 14.3 14.3
According to the variety of
products
6 14.3 14.3 28.6
The location of the hypermarket
matters
27 64.3 64.3 92.9
Depending on the quality of
products
3 7.1 7.1 100.0
Total 42 100.0 100.0

In table 7 can be observed that 64.3% from the participants consider that The
location of the hypermarket matters and only a percent of 7.1% from the
participants to the survey choose Depending on the quality of products when
they choose the supermarket for going shopping.

64

Table 8. Item 8: Regarding fast moving consumer products for which you do not have favourite brand,
how do you choose what you buy?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Choose based on commercials 6 14.3 14.3 14.3
Accept a friends advice 10 23.8 23.8 38.1
Choose based on price 20 47.6 47.6 85.7
Take whatever is handy 5 11.9 11.9 97.6
Solicit a free sample 1 2.4 2.4 100.0
Total 42 100.0 100.0

In table 8 can be observed that 47.6% from the participants consider that
Choose based on price and only a percent of 2.4% from the participants to the
survey choose Solicit a free sample when answer the question fast moving
consumer products for which you do not have favourite brand, how do you choose
what you buy?.

Table 9. Item 9: In your usual hypermarket you know where various goods that you frequently buy are placed.
When their location changes, what do you do?

Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Search the whole store for the desired
product
14 33.3 33.3 33.3
Choose a similar product 1 2.4 2.4 35.7
Look around at random 4 9.5 9.5 45.2
I give up on the product, but buy the rest 1 2.4 2.4 47.6
Ask the store employee 22 52.4 52.4 100.0
Total 42 100.0 100.0

In table 9 can be observed that 52.4% from the participants consider important
to Ask the store employee and only a percent of 2.4% from the participants to the
survey Choose a similar product when answer the question In your usual
hypermarket you know where various goods that you frequently buy are placed.
When their location changes, what do you do?.

Table 10. Item 10: If you have discovered that a new brand is high quality, but is not much better than the usual
product you buy, how do you choose between them?

Frequency Percent Valid Percent Cumulative
Percent
Valid
Buy the usual product 11 26.2 26.2 26.2
Decide according to price 23 54.8 54.8 81.0
Buy the new brand 4 9.5 9.5 90.5
Check what's on offer 4 9.5 9.5 100.0
Total 42 100.0 100.0

65

In table 10 can be observed that 54.8% from the participants Decide according
to price, a percent of 9.5% from the participants to the survey Buy the new
brand and a percent of 9.5% from the participants to the survey Check what's on
offer when answer the question If you have discovered that a new brand is high
quality, but is not much better than the usual product you buy, how do you choose
between them?.


4.2 STATISTICAL PROCESSING OF THE OBTAINED DATA

In order to verify if the results are statistically significant through known and
standardised measures, whether the questionnaires results are similar to the normal
distribution must first be checked. Hence, in the first phase of the verification
process the Kolmogorov Smirnov test was applied to the scores obtained (table
11).

Table 11. Kolmogorov-Smirnov test

1
st
sum 2
nd
sum
N 42 42
Normal Parameters
a,b

Mean 4.57 8.43
Std. Deviation 3.109 2.390
Most Extreme Differences
Absolute .193 .166
Positive .193 .089
Negative -.106 -.166
Kolmogorov-Smirnov Z 1.253 1.075
Asymp. Sig. (2-tailed) .086 .198

The values obtained (table 11) were sig. = 0.086 for the general situations and
sig. = 0.198 for the specific situations. As both sections of the questionnaire were
considered normal distributions (sig.>0.05), parametric tests were used to verify
the hypotheses.
In order to verify whether there is a statistically significant difference between
the opinions stated by psychology students and their buying habits for some of the
products they regularly buy (the first hypothesis), the paired sample t-test was used
(table 12).

66


Table 12. Paired Samples Test



Paired Differences
t df
Sig.
(2-tailed)

Mean
Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
1
st
sum 2
nd
sum -3.857 3.745 .578 -5.024 -2.690 -6.674 41 .003

According the result from table 12, the first hypothesis has been confirmed (sig.
= 0.003 < 0.05).

Table 13. Independent Samples Test
Levene's Test t-test for Equality of Means

F Sig. t df
Sig.
(2-tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
1
st

sum
Equal
variances
assumed
.006 .937 -.228 40 .820 -.226 .989 -2.224 1.773
Equal
variances not
assumed

-.228 34.36 .821 -.226 .990 -2.237 1.785
2
nd

sum
Equal
variances
assumed
.001 .980 .559 40 .579 .424 .758 -1.108 1.955
Equal
variances not
assumed

.567 36,26 .574 .424 .746 -1.090 1.937

To confirm that salary is a criterion that influences buying behaviour (second
hypothesis) the independent samples t-test was used for both general and specific
buying behaviour. According the results from table 13, the second hypothesis has
not been confirmed (sig. = 0.820 > 0.05, and sig. = 0.579 > 0.05) respectively, the
differences between salary groups is not considered to be statistically significant.

67


Table 14 Independent Samples Test
Levene's
Test
t-test for Equality of Means
F Sig. t df
Sig.
(2-
tailed)
Mean
Difference
Std.
Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
1
st
sum
Equal
variances
assumed
1.633 .209 -.415 40 ,680 -.457 1.102 -2.685 1.770
Equal
variances not
assumed

-.358 14.014 ,726 -.457 1.278 -3.199 2.284
2
nd
sum
Equal
variances
assumed
2.906 .096 -1.224

40
,228 -1.021 .834 -2.706 .665
Equal
variances not
assumed

-1.426 24.373 ,167 -1.021 .716 -2.497 .456


As to whether gender is a criterion that influences consumer behaviour in the
sense that women are more careful and therefore less affected by merchandising,
the independent samples t-test was used for both general and specific buying
behaviour. In table 14 can be observed the results after applying the T students
statistical test for testing the third hypothesis. The results didnt confirm the third
hypothesis (sig. = 0.680 > 0.05 for general buying behaviour, and sig. = 0.228 >
0.05) for specific buying behaviour.

5. CONCLUSIONS

To translate the statistical results into significant psychological conclusions a
synthesis of all information obtained is necessary. Statistical processing results
certify the rejection of the null hypothesis and accept the first hypothesis of the
study, which states: There is a statistically significant difference between the
views of young people informed about the criteria for the purchase of products and
their actual buying behaviour. Calculating the Cohens d the value d = 1.030 was
obtained, which indicates a large effect size. This means that the gap between
young people's views about their criteria for purchase and their buying behaviour is
considerable.
As such, we can say that although there are differences in purchasing behaviour
both between groups divided by gender and between groups divided according to
68

salary, these differences are not statistically significant, indicating that the observed
differences are probably the result of sampling error. Analysing how the big
stores understand the presentation of products at the point of sale, the study noticed
that the sales techniques are not always conducted in accordance with the
customers interests. On the contrary, due to the efficiency of marketing
techniques, the customer leaves the supermarket most often with other products
than those he had intended to buy. On the surface, after analysing this phenomenon
one might consider that, in order to successfully avoid the downside of applying
psychological theories explaining the mechanisms of buying behaviour, one of the
solutions within reach of the average consumer might be learning and
understanding these theories.
However, in conducting this study authors considered a priori that, although it
seems natural that an informed person will be harder to misled than a total
ignorant, all individuals are equally vulnerable when confronted with marketing
policies. Buyers vulnerability comes not necessarily from the lack of consumer's
understanding, and can also be generated by a number of other factors such as lack
of attention or the fast pace of today's society.
To test the theory that learning about consumer behaviour is not a shield against
marketing techniques, we have designed a questionnaire about buying habits and
we gave it to a group of master students that specialize in the field of consumer
psychology. The questions and scoring were designed so that, when an individual
adopts a submissive attitude towards marketing policies he receives a large number
of points, and when he resists temptation gets fewer points or not at all.
Expanding the test group and especially changing the balance by interviewing a
larger number of male subjects would influence the results, highlighting gender or
revenue differentiation, so the final report would be more convincing. Otherwise,
as the results of this study illustrate, the only visible conclusion is that most of
young people, regardless of training, gender and salary level, behave submissively
to marketing policies practiced by department stores, meaning that young people
allow the "shelf" policy to easily influence their purchasing habits. Of course, in
this situation or civil consumer protection associations should intervene and impose
restrictions on large stores, but one of the problems is precisely the lack of
psychological training of the members of these associations.
As such, a related study could be, for example, conducted among public
employees that create the rules of commercial activities or, why not, even among
politicians, as they are the ones who govern and legislate. Such a study would
contribute to the awareness of decision makers on problems of modern commerce.
Perhaps in this way, by knowing and understanding the theories of consumer
psychology and the marketing policies operated by supermarkets, studies like this
one would lead to positive results for all buyers, meaning that - although the people
69

would remain vulnerable to a policy focused on profit, the downside of these
practices could be blocked by specific regulations.

Received at: 21.09. 2013, Accepted for publication on: 05.10.2013

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Annex 1
QUESTIONNAIRE
1. Where do you think a supermarket product should be positioned so you notice it
more easily?
a. On the stands next to cash registers;
b. On the shelves themselves;
c. At the ends of the shelf next to the promotional offers;
d. The place does not matter, looking for the desired product.

2. When buying some shampoo what are your selection criteria?
a. Price;
b. Brand;
c. Promotional offers;
d. Product quality.

3. When buying some chocolate what are your selection criteria?
a. Price;
b. Brand;
c. Promotional offers;
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d. Product quality.

4. When buying a package of flour what are your selection criteria?
a. Price;
b. Brand;
c. Placement on the shelf;
d. Promotional offers;
e. Product quality.

5. When buying a bottle of water, what are your selection criteria?
a. Price;
b. Brand;
c. Placement on the shelf;
d. Promotional offers;
e. Product quality.

6. What do you do when you cannot find the particular brand you are looking for?
a. Grab what is handy;
b. Take the most affordable product;
c. Buy another product, with recognized brand;
d. Buy the desired brand from another store.

7. How do you choose the supermarket you shop from?
a. According to product prices;
b. According to the variety of products;
c. The location of the hypermarket matters;
d. Depending on the quality of products.

8. Regarding fast moving consumer products for which you do not have favourite
brand,
how do you choose what you buy?
a. Choose based on commercials;
b. Accept a friends advice;
c. Choose based on price;
d. Take whatever is handy;
e. Solicit a free sample.
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9. In your usual hypermarket you know where various goods that you frequently
buy are placed. When their location changes, what do you do?
a. Search the whole store for the desired product;
b. Choose a similar product;
c. Look around at random;
d. I give up on the product, but buy the rest;
e. Ask the store employee.

10. If you have discovered that a new brand is high quality, but is not much better
than the usual product you buy, how do you choose between them?
a. Buy the usual product;
b. Decide according to price;
c. Buy the new brand;
d. Check what's on offer.
REZUMAT

Studiul de fa este focalizat pe pe prezentarea unor rezultate ce in de investigarea
comportamentului consumatorului n supermarket. Metoda:Participanii au fost un numr
de 42 de persoane, cu vrsta cuprins ntre 18 i 30 de ani, intelectuali, 31 de femei i 11
brbai dintre cei care navigheaz zilnic pe internet. Instrumente: Chestionarul de
investigare a comportamentului consumatorului (Tudor & Toma, 2013) este alctuit din 3
tipuri de ntrebri multiple. Rezultate: Prima ipoteza cu privire la diferenele ntre opiniile
studenilor la psihologie i comportamentul de cumprare obinuit s-a confirmat (p<0.05).
Cea de-a doua i cea de-a treia ipotez cu privire la influena genului i salariului asupra
comportamentul consumatoruliui nu s-au confirmat (p>0.05). Rezulatele finale au
evideniat c Altfel, aa cum se prezint rezultatele acestui studiu, singura concluzie
vizibil este c cea mai mare parte a tinerilor, indiferent de pregtire, gen sau nivel de
salarizare, se comport favorabil politicilor de marketing practicate de marile magazine,
n sensul c ei i fac cumprturile curente lsndu-se cu uurin influenai de politica
de raft.