Experts discuss Lauterbach on POS Congress of the STI group, March 25, 2010 – what motivates people to buy a particular product? The answer to this question has market researchers, psychologists, economists, the branded goods manufacturers and the trade for decades. About 220 times per year German consumer looking for one by an average 13 shopping places\”, so Prof. Hendrik Schroder. In his speech in the Congress of the POS of the STI group, the holder of the Chair of marketing and retailing at the University of Duisburg-Essen urged the marketing, to focus its promotional activities and according to the motto less is more\”not to confuse the customers, but to offer them in trade orientation. Here, the dealers are asked according to Schroeder’s statements in the first place with shopping convenience\”can relieve the customers in all phases of its purchasing process. Not every technical innovation helps the customer\”, so his credo, and every measure must fit into the overall picture of the trade\”. On the Purchase decision affect a wide range of human emotions.

The so-called AIDA illustrates principle thereby according the author Wolfgang Wadt customer behavior at the point of sale. The four capital letters would be taken for an observed phenomenon. So attention, so attention should produced first by the measure at the point of sale. This is done mostly by a special eye-catcher, which enters the field of view of the customer by an elaborately designed product packaging or additionally installed equipment. Next up is interested, so interest aroused, which should stimulate customers to see the advertised product closer and closer to look at. The consumer should this be brought to feel a desire to buy, desire, then eventually perform the Act of purchase, action. Wadivkar makes in his book design by point of sale actions\”clearly that a variety of emotions is woken up to the completion of the purchase in the consumer.