新產品上架陳列位置對銷售業績影響之研究

在消費品公司，商品陳列一直是長期討論的議題，在現代化通路上，商品陳列位置的優劣往往影響著商品在目的性購買來客之外散客的購買意願，這是在消費品在現代通路上的最後一哩路，也是除了電視與媒體廣告露出之外，影響著最終商品是不是可以在現代化通路上持續販售下去最重要的一環。本研究主要探討除了在各消費品公司供應商追求的賣場貨架與眼睛水平視線區域之外，探討以現代化通路靠近主走道通路的賣場貨架，是陳列在賣場貨架正面的左側或是右側對商品銷售的成績較為有利，並以消費品公司供應商新上架之新販售品項，來做為測試增加本探索性研究之實務價值與貢獻。本探索性研究以現代化通路超市為驗證場所，以兩支飲料類鋁箔包商品為實驗對象，以五間超市營業所為驗證場所，統一以水平陳列與眼睛水平視線區域陳列兩支實驗商品，以新販售商品擺放在舊有商品左邊兩週一個檔期，與新販售商品擺放在舊有商品右邊兩週一個檔期做為測試研究區間，在亞洲人習慣由左往右閱讀與如果在賣場主走道旁的話賣場貨架商品左側的商品會先行被注視到，也對先行觀看注視到的商品有定錨效應，與人的生理現象在面對影像時由於右腦主導影像故人在感官上會感覺左邊的視覺重量較為有重量感，但是亞洲人多數人的慣用手是右手，本研究故做現場的實驗，是左側商品會因視覺重量與定錨效應捷思的產生會有較佳的銷售成績還是右側人們注視到商品之後會以慣用手拿取商品的習慣做AIDA行為最後的消費者決策，而五間營業所兩個檔期實驗區間結束後，新產品擺放在舊有商品左邊銷售較擺放在右邊銷售成績多4%，可謂應證了左邊視覺重量比較重與定錨捷思的意涵。本實驗在先前尚未有人做過此實驗，在日漸競爭的消費品市場中希望在行銷領域與行銷意涵上能有所貢獻。

關鍵字

商品陳列；視覺偏差；定錨捷思；全聯福利中心

並列摘要

In consumer product companies, product display has always been a topic of long-term discussion. In modern channels, the pros and cons of product display positions often affect the purchase intentions of individual customers other than the purposeful purchase of goods. This is the last mile on the road for modern consumer goods. One mile is also the most important link that affects whether the final product can continue to be sold on modern channels, in addition to the exposure of television and media advertisements. This research mainly discusses the fact that in addition to the store shelves and eye-level sight areas pursued by the suppliers of various consumer goods companies, the store shelves with modern channels close to the main aisle are displayed on the left or right side of the front of the store shelves for merchandise sales. The results are more favorable, and the new sales items newly launched by the suppliers of consumer goods companies are used as tests to increase the practical value and contribution of this exploratory research. This exploratory research uses modern retail supermarkets as the verification site, two beverage-type aluminum foil package products as the experimental objects, and five supermarket business offices as the verification sites. The sales items are placed on the left side of the old products for a two-week period, and the newly sold items are placed on the right side of the old product for two weeks and a period of two weeks as a test study area. Asians are used to reading from left to right and if in the store next to the main aisle, the products on the left side of the store shelves will be watched first, and it will also have an anchoring effect on the products that are watched first. This is related to the physiological phenomenon of human beings when facing the image because the right brain dominates the image, so people will feel it in the senses. The visual weight on the left is more weighty, but the dominant hand of most Asians is the right hand. In this study, the spear and shield experiment is done. The product on the left will be better due to the visual weight and anchoring effect. The sales performance is still on the right. People on the right side will take the habit of taking the goods with their dominant hands to make the final consumer decision of AIDA behavior. And among the five business branch, the newly sold products of business office C have achieved the same sales performance as the old ones, which can be said to prove the heavier visual weight on the left and the implication of anchoring Heuristics. This experiment has not been done before. In the increasingly competitive consumer product market, This study hope to contribute to the marketing field and marketing implications.