Supermarkets get a sizable percentage of their total sales through display. Displays are generally set up in piles at the end of an aisle and are often price reduced. Consumer tend to view them as special bargains and often buy from a display a product which they had no previous intention of buying. For the retailer, displays create in-store excitement and increase the average amount purchased.
For example, by display high-appeal products at a very low price, it is considered possible to create a low price image for the store as display prices are assumed to be often remembered by the customer who shop in several supermarket(Chevalier 1975).