Merchandising Impact on Consumer Purchasing Behavior among Neighborhood Grocery Stores in Kumasi Metropolis

Abstract

This study explores merchandizing practices and their impacts on customer purchase behaviour across four neighbourhoods within the Kumasi Metropolis. A sample of 134 adults was selected through a disproportionate random sampling of adults leaving in the four communities after shopping from key grocery stores within the neighbourhoods. Generally, the study revealed that customers perceive grocery store operators make adequate use of merchandizing practices, accounting for 44.5% variation in consumer purchasing behaviour. Hence it’s recommended that grocery store operators pay close attention to merchandising, and also incorporate cultural, social, personal, and psychological factors in executing any merchandizing programme within their stores.