ABSTRACT

The main objective of this study was to investigate point of purchase displays and consumerbuyingdecisionsinsmallandmedium-sizedenterprises.Thespecificobjectivesweretodeterminetherelationshipamongwindowdisplays,productshelfpresentation,floormerchandising and signage display on consumer buying decisions in small and medium-sizedenterprises. The study adopted the survey research design; data was collected through the aid of aquestionnaire.

The study revealed that there is a significant positive relationship between window displays,productshelfpresentation,floormerchandising,andsignagedisplayandconsumerbuyingdecisions in small and medium-sized enterprises. The questionnaire was structured according tothe research questions and distributed to a sample population of four hundred (400) respondents.Descriptive statistics technique was used to analyze the quantitative data, coding was done in theStatistical Packages for Social Science (SPSS20) and the output was interpreted in mean scoresand standard deviation. Inferential statistics such as correlation and regression analysis were usedtoestimate therelationship amongvariables.

It was however recommended that small and medium-sized enterprises should enhance windowdisplay withseasonalthemes,optimizingproductshelfpresentationby placing highmarginitemsateyelevel,improvefloormerchandisingbypositioningproductsinhigh-trafficareas,

invest in bold and well placed signage to guide customers, regularly update point of purchasedisplays based on trends, and train staff on effective product presentation and store layout tocreateaconsistent andengagingshoppingexperience.