105-123

• Mavrouleas, Nikos
• Briana, Maria

This essay deals with the basic principles of product presentation in retail trade and the elements that affect it regardless of the store type and the retail form. This essay was completed based on the following methodology: We started by finding the appropriate literature. Our stay for a few months abroad, particularly in Holland and Germany, helped in this. Next, the special issues respective to this essay were read and analyzed and the theoretical issues were recorded. At the same time, specific visits to retail enterprises of various forms and types took place and the presentation style of the merchandise was examined. Then a comparison between the theoretical analysis and the practical application followed. The merchandise presentation in the current analysis is restricted to the sales area. This is the reason why the display is not mentioned as an index mark. The great importance of this presentation medium is, of course, not overlooked, however it is regarded that the display belongs to the façade of the store and not in its interior. Furthermore, the location area is not taken into account since it is considered to be part of the wider planning of the retail enterprise. The units comprising this essay are divided as following: In the first chapter, we mention the general principles and concepts. In the second chapter the endogenous elements included in the merchandise presentation are defined and described. The third chapter deals with the effect of the merchandise in the product presentation. In the fourth chapter the exogenous elements included in the merchandise presentation are presented.

• Economics and Business

• Economics

Retail enterprise, merchandise presentation, layout, service system, special offers, sales

JEL classification: M31, Questionnaire in Appendix