A Shift in the Point-of-Purchase?

Abstract

The prospective customer who feels the necessity of making his own personal evaluation of merchandise usually makes the retail establishment his point-of purchase. However, as the customer increases his willingness to rely on others for shopping information and guidance, his point-of-purchase can shift away from the store and into the home or office.

The author shows why this is happening and he gives some interesting implications. Other factors contributing to such a shift, and the implications of the growth of this away-from-the-store shopping are also discussed.