CHAPTER ONE
INTRODUCTION
BACKGROUND TO THE STUDY
Product display has been of immense value to a retail shops especially in the fast food industries. This is just and simply the exhibition of products or goods in a place where people can see it easily and be attracted. Displaying of the products in the shelves, show cases, and counters exhibition the products to the customers, even when customers don’t buy them.
As competition between business geared. It became imperative to turn attention to customers needs and wants. The key to achieving organizational goals consists in determining the desired satisfaction more effectively and efficiently than competitors by displaying the products properly, that is according to their series, brands, colours, shape etc in the shelves, show vase and counters.
Product display attracts customers attention and paints colour to the organizational set up. It is based on customers ease of selection between variables because the management of an organizations recognizes customers as “King” thereby packaging and displaying these needs and wants. An organization will make more money of it satisfies customers needs and wants better than competitors and the way products are displayed, arranged and labeled shows that the management is customer and market oriented. The types of shelves, show case and counter used, their method of arrangement etc goes along way to sending message across to the customers. A well trained sales force or sales team managing these shops ministers more and help the customers to sort, identity and select from the displayed goods, the brand, colour, size etc needed.
Most of the organization or companies do not embrace proper product display that some use obscure show case, displaying in a dark room or corner, without a brought light, not arranging the products in order of their sizes, shapes, colours, brand etc. these factors many lead to sales decline, slow growth and changing of bringing pattern by customers.
As interesting and entirely logical result of the product display relates to the purpose of business which is to obtain and serve customers satisfactorily and give products or create good impression to the products. It is also equivalent to giving publicity to the products. This playing product is one thing and displaying them where customers will easily glance and have deeper looks in another thing. Without a total commitment on the part of the company as a whole, these application technique can only have limited and brief effects.
The emergence of fast food industries in Nigeria is as a result of dynamically continuous innovation. The existence of product display can be traced back during the burliest stage of production. The activities of the fast food industries, the back stage and front stage, the extra services accompanying product offer, the different method or techniques of product displaying are resulted from continuous discontinuity and dynamics in environment. Therefore only the companies that displayed well, their packaged needs and wants of customers that can effectively and efficiently satisfy customers because a satisfied customer is a retained customer. Product display is a pre-requisite for successful high sales and promotion to the company.