Data-driven analysis of the impact of imported product displays in supermarkets on purchase behaviour and differences by country

Purpose This paper investigates (1) whether placing imported products from developed countries on an imported product display (endcap) instead of within-category shelf placement influences consumer purchasing, and (2) how country context (Turkiye vs. England) and presentation style jointly moderate the impact of imported-product image on purchase intention. Design/methodology/approach Two complementary studies were conducted. Study 1 is a data-driven field experiment in a local supermarket chain in Turkiye. Eight imported snack items were introduced on a dedicated endcap in one store, and their sales performance was tracked for 60 days before and after the intervention, with a matched control store for comparison. Study 2 is an online survey with 189 respondents in Turkiye and 199 respondents in England. Participants evaluated purchase intention under two scenarios (imported product display vs. within-category shelf placement). Data were analysed using PROCESS Model 2 to test moderated moderation. Findings In the field experiment, the display stand unexpectedly reduced unit sales by 30.28%. In the online survey, across both countries, purchase intention was lower for the display scenario compared to within-category shelf placement. The effect of imported-product image on purchase intention was jointly moderated by country and display condition; the model explained about 20% of the variance, with display style exerting a stronger influence than country. Research limitations/implications Findings are limited to imported snack items and two stores in Turkiye. Future research should extend to other categories, formats, and retail contexts. Retailers, especially in developing markets, should reconsider the assumption that dedicated display stands boost imported-product sales. Positioning imported products within-category shelf placement, alongside comparable alternatives that enable direct comparison, may be more effective than using a dedicated imported-product display. Originality/value The study combines a real-market field test with a cross-country moderated-moderation analysis. It contributes original evidence that dedicated displays for imported products can have counter-intuitive negative effects.