"SILENT SELLER” IN BUSINESS PRACTICE: PRELIMINARY RESEARCH RESULTS BASED ON THE FMCG INDUSTRY

Purpose: Based on preliminary empirical research results, the study examined the assumption that a typical customer of large-format stores in the FMCG sector is susceptible to the influence of merchandising.The conducted study, involving 97 respondents and 3 industry leaders, aimed to define the specifics of merchandising activities in the context of improving the shopping process for the average consumer.Design/methodology/approach: Two research tools were used in the study: a survey questionnaire and an interview questionnaire.The survey was directed at customers of all age groups who use large-format stores specializing in the FMCG sector across Poland.Meanwhile, the interviews were conducted with employees of a company operating within the FMCG sector. Findings:The findings indicate that customers of large-format FMCG stores are aware of the impact of merchandising and can accurately define their needs and expectations regarding these retail outlets.Research limitations/implications: Due to the small sample size and its specific nature, as well as the scope of the conducted analyses, the obtained results should not be regarded as definitive and conclusive.Future research should focus on a more in-depth and extensive exploration of this issue. Practical implications:The practical objective of this study is to identify which specific merchandising activities in the FMCG sector most effectively influence consumers.Originality/value: This research contributes to a deeper understanding of the essence of commercial merchandising in the FMCG sector.The publication is intended primarily for researchers but is also relevant to entrepreneurs, managers, and marketing professionals.The data presented may be useful both in academic contexts and in business practice.