L’impact du merchandising sur le comportement du consommateur Cas : l’hypermarché UNO Bouira

Abstract

It is crucial to become aware of the importance of merchandising and integrate it into the marketing strategy of the new large retail stores established in Algeria. The objective of this study is to understand the relationship between merchandising, specifically point-of-sale advertising (POS), in large retail stores and consumer behavior. We conducted a concrete quantitative study within the UNO Bouira hypermarket, using 170 questionnaires targeting the consumers of this hypermarket. The results were analyzed and processed using SPSS 26 software. The obtained results demonstrate the influence of the POS advertising in the UNO Bouira hypermarket on consumer behavior