Identification of Factors Influencing the Choice of FMCG Products of the Confectionery Category at Points of Sale

According to researches, more than 66% of buyers decide to buy at a point of sale. This means that a large proportion of purchases are made under the influence of factors potentially controlled by the retailer and producer within the trading floor. In this work, a theoretical classification of factors influencing the decision to choose an FMCG product of a confectionery category at a point of sale will be presented, and the results of our own empirical study of factors affecting the choice of confectionery products at a point of sale will be described. Recommendations will be given to stakeholders - manufacturers and retailers. The recommendations take into account the characteristics of the confectionery category, the specifics of customer behavior and the strength of the relationship of factors affecting the intention to purchase goods at the outlet. They can help manufacturers and retailers increase their intention to buy confectionery at a point of sale.