Position of the Product in Shelves

In: Business and Management

Submitted By fefe
Words 540
Pages 3
POSITION OF THE PRODUCT IN SHELVES
There are some basic categories of supermarket shelves, such as dairy product fridge, canned food shelves, fresh fruit and vegetable, oil and spices/condiments shelves, frozen food, breads and grain/cereals, meat poultry and fish cases, snacks shelves and beverages (Jibrin, 2012) . Moreover, grocery store shelves divided into three (3) parts or levels for the product placement. The first level is eye level, grocery store usually place the most expensive and popular brand in this level. The eye level is the most important level, because this level is very eye catching for the customer and they could see clearly the product that put in this level (Matamalas & Ramos, 2009) .
The second level is hands level. In this level customer has an easy access to reach the product. The product that usually place in this level is cheaper than the eye level, but the brand is still a well-known brand. The last level is feet level, the cheapest product and private brand usually place on this level. In this level customer are more difficult to see and having accessed to the products (Matamalas & Ramos, 2009) .Grocery stores not always apply the shelves strategy like the above, so do grocery stores in Australia, Indonesia and India.
I. Australia
The grocery store in Australia placed the same product and a lot of brands of the product in one shelves, but they do not sort the products/brands based on the price. People could see the expensive product in the middle level while the cheaper one in the top level. Regarding to the private brand (ex : woolworth), it not always placed in the bottom of the shelves; sometimes the private brand placed in the middle shelves or even in the top level and also placed side by side with well-known brand. Australian grocery store tend to put smaller size product in the top and the bigger size in the…...

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