Project Materials

IMPACT OF PRODUCT DISPLAY ON THE MARKETING OF FAST FOOD AND PASTRIES IN A FAST FOOD INDUSTRY

Chapter one

INTRODUCTION

BACKGROUND FOR THE STUDY

Product display has proved extremely valuable to retail stores, particularly in the fast food industry. This is just the display of products or things in a visible and appealing location. Products are displayed on shelves, show cases, and counters to attract customers, even if they do not purchase them.

As the competition between businesses intensified. It became necessary to focus on the requirements and desires of the customers. The key to attaining organisational goals is to determine desired satisfaction more effectively and efficiently than competitors by appropriately exhibiting products on shelves, show vases, and counters based on their series, brands, colours, shapes, and so on.

Product display captures clients’ attention and adds colour to the organisational setup. It is predicated on the simplicity with which customers can choose amongst variables because an organization’s management recognises customers as “Kings,” packaging and exhibiting their demands and desires.

An organisation will generate more money if it meets the requirements and desires of its customers better than competitors, and the way things are presented, arranged, and labelled demonstrates that the management is customer and market focused.

The sorts of shelves, display cases, and counters utilised, as well as their layout, all contribute to the message being conveyed to customers.

A well-trained sales force or sales team manages these shops and assists consumers in sorting, identifying, and selecting from the exhibited goods the brand, colour, size, and so on that they require.

Most organisations or firms do not embrace good product display, therefore some utilise obscure show cases, display in a dark room or corner with no lighting, and do not arrange the products in order of size, shape, colour, brand, and so on. These variables might contribute to a fall in sales, poor growth, and a shift in client purchasing patterns.

The product display has an interesting and totally reasonable conclusion in relation to the objective of business, which is to gain and satisfy customers while also providing products or creating a positive impression of the products. It is also equivalent to publicising the merchandise.

This playing product is one thing, but placing it where people can quickly glance and take a closer look is something else. These application techniques can only have limited and short-lived effects unless the entire firm commits to them.

The rise of fast food companies in Nigeria is the outcome of dynamic and continual innovation. Product displays have existed since the most labour-intensive stage of production.

The activities of the fast food industry, both backstage and frontstage, the additional services that accompany the product offering, and the many methods or techniques of product display are the result of continual discontinuity and dynamics in the environment.

As a result, only organisations that clearly exhibit their packaged consumer demands and wants can successfully and efficiently fulfil customers, because a satisfied customer is a retained customer. Product display is a prerequisite for successful high-volume sales and corporate promotion.

Statement of the Problem

It is a positive problem focused on maintenance and improvement. Fast food and pastries are pure items that come with services. The quality of these items and services, as well as their presentation approaches, have earned praise.

Customers who patronise, including parents, bankers, students, and children, are also commended. The product display areas have been improved and should be maintained, as well as being adaptable and dynamically innovative in response to quick changes in the environment and lifestyle. These display techniques, as well as the quality of the products, require proper checks and maintenance.

RESEARCH QUESTION

Does a specific display strategy or procedure employed by Chutis Pastries influence consumer purchasing attitudes?

How has display been able to perform its core roles in sales promotions?

Does displaying fast foods, bread, and other pastries increase sales of other products?

What impact might other promotion mix strategies besides display have on the sales of fast food, pastries, and other products?

Does product display help to improve both the products and the company’s image?

To what extent has Chitus’ exhibit helped to enhance sales?

Significance of the Study

The study will assist management in identifying areas for improvement in product display and overall company management. The study will identify approaches to achieve such improvements in an equal and adequate manner.

The investigation will also identify the challenges that Chitus Management faces as a result of fierce rivalry from other fast food and bakery businesses.

OBJECTIVE OF THE STUDY

To determine how far Chitus’ strategies have assisted clients in sorting their desired products.

To determine how to best update and modernise the display tools.

To understand why the management chose those display strategies.

SCOPE OF THE STUDY

Due to time constraints, this research work is limited to the New Heaven and Ebeano Housing branches. In addition, the researcher provided financial support for all branches and outlets.

Furthermore, the queue was unfriendly because there were other academic difficulties to address, such as tests, assignments, and term papers.

Furthermore lack of export understanding in data analysis assisted in limiting this research endeavour. Some respondents had a negative attitude, believing that the information was not intended for academic purposes but rather to remind them of something important in business.

Definition of Terms

PASTRIES Using are articles of food formed solely of flour, lard, and water that are baked and used as a basis or topping for pie.

FAST FOOD: Food that can be easily prepared and served by restaurants for immediate consumption or takeaway.

DISPLAY: To place something where others can see it easily.

PRODUCT: A product is something that is regarded as capable of meeting requirements and desires.

COMPETITION: Trying to win something by defeating those who are attempting to do the same.

CONTINUOUS DISCONTINUITY: A constantly changing global economic environment.

TARGET MARKET: These are the people to whom the marketer or company is promoting their products and services.