ABSTRACT

The study evaluated product display techniques in small retail outlets in Aba, Abia State. Product display is the art of implementing effective design ideas to increase store traffic and sales volume. The concept implies maximizing merchandise sales using product design, selection, packaging, pricing, and display that stimulate consumers to spend more. Therefore, in addition to other objectives, the study focused on discovering if a more self-serviceable retail outlet improves the retail outlet's image. To achieve this, some randomly selected market traders at New Market in Aba was used while Yaro Yemen formula was employed to arrive at 92 sample size. Questionnaires were administered on Shoe traders and Foodstuff dealers using random sampling and cluster sampling. Simple percentage analysis and chi-square analytical tool were adopted in the study. The result of the analysis showed a significant relationship between product display technique and retail outlet and as well identified a self-serviceable retail outlet to improve the retail outlet's image. Based on the result of the analysis, the study recommends among other things that the appropriate lighting of the retail store should be given utmost consideration especially for Shoe Dealers. The colour of the light and the overall lighting of the retail outlet should be one that assists the business owner in attracting the buyers and promoting the sale of the product. The study also recommends that frequent workshops and seminars should be organized and tutored by experts in retailing and store management in order to increase the sales performance of business.