Effect of In-Store Product Arrangement and Display Strategies on Sales Performance in Supermarkets: A Qualitative Study in Mwanza City, Tanzania
Merchandising evidence comes mostly from high-income, technologically advanced markets, so supermarket managers in sub-Saharan Africa often rely on intuition when arranging stores. This study examined how end-cap promotions, cross-merchandising, and strategic shelf allocation affect sales performance in four supermarkets in Mwanza City, Tanzania, guided by the Stimulus-Organism-Response (S-O-R) model. Using an interpretivist, qualitative, descriptive design, we conducted semi-structured interviews with 20 purposively sampled managers, supervisors, and merchandising staff, supported by non-participant observation and documentary review, and analyzed the data thematically. End-caps triggered purchases only when placed where shoppers change direction and paired with a clear price incentive, and their effect faded within about two weeks. Cross-merchandising enlarged baskets and cut search time when pairings and themes were culturally intuitive, but strained labor and stock where inventory was manual. The “eye-level is buy-level” principle held, while bottom shelves served as “value zones” for budget shoppers; supplier listing fees, excessive facings, and empty facings undermined allocation. Established display principles remain effective in Mwanza but must adapt to local economic constraints, cultural consumption habits, and operating conditions. Managers should pair prominent displays with price incentives, localize pairings, and move toward data-driven planograms. The perception-based design in four stores supports understanding the mechanisms, not measuring sales effects.
Keywords: product arrangement; display strategies; sales performance; supermarkets; Stimulus-Organism-Response; Tanzania
