IJMT Volume 4, Issue 11 ISSN: 2249-1058 __________________________________________________________________________________ A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage, India as well as in Cabell’s Directories of Publishing Opportunities, U.S.A. International Journal of Marketing and Technology http://www.ijmra.us 94 November 2014 The impact of point of purchase display on consumer decision making Dr. Harbhajan Bansal * Mr. Punkaj Kumar ** Abstract: Retail sector in India is passing through a transition phase and retailers are facing a very tough competition not only from their traditional rivals but also from invisible giants (online retailers). The biggest differentiator between these two is display of products, brick and mortar retail stores have got an advantage that their customers can actually touch and feel the products. Display plays a major role in consumer decision making and studies show that around 70% of the final decisions are made inside the store. Point of purchase display comes into force when customer is actually purchasing the product. It acts like a last moment reminder and boost sales. Key Words: Point of purchase display, retail, promotion, advertising, consumer decision making * Professor HSB, GJUST, Hisar ** Research Scholar, HSB, GJUST, Hisar