Marketing strategy: Point of purchase marketing

Abstract

PURPOSES: To analyse, evaluate knowledge, survey training needs, and look into the relationship between point of purchase marketing strategy and business success as well as model of relationship among variables. METHODS: A sample survey of 250 stores in whole sale and retail businesses in Bangkok, stratified into 50 traditional and 188 modern retail businesses and 50 wholesale stores. RESULTS: There was less knowledge on and application of point of purchase marketing in the traditional sector of retail business. In the modern sector of whole sail and retail businesses, on the other hand, there was still a room for improvement. Applications of point of purchase marketing strategy led to better business results. Knowledge and skills in point of purchase marketing strategy among retail and wholesale businesses in Thailand need enhancement, particularly in the traditional retail business sector. THEORY/POLICY IMPLICATIONS: Wholesale and retail businesses in Thailand ought to apply principles and art of point of purchase marketing strategy as a policy measure to motivate customers to purchase and for increasing sale values.