Certified Professional Horticulturist (CPH) Practice Exam

Where should items that customers typically purchase on impulse be placed?

1. On or near the checkout counter

2. In a special display area

3. At the rear of the store

4. At the entrance of the store

The correct answer is: On or near the checkout counter

Placing items that customers typically purchase on impulse near the checkout counter is a strategic marketing approach. The checkout area is a crucial point in the shopping journey where customers are waiting and often have some time to browse. By positioning impulse items like snacks, small gifts, magazines, or other low-cost goods there, retailers can capitalize on the moment when customers are most likely to make unplanned purchases, influenced by convenience and the emotional state of finalizing a purchase. This enables retailers to increase sales by targeting customers at a point where their decision-making might be more relaxed, fostering not just necessity-driven purchases but also unplanned indulgences. This technique effectively plays on consumers' spontaneous buying behaviors, maximizing potential profits for the retailer.