The Impact of “Checkout” on Unplanned Purchase Conversion in São Paulo Pharmacies

Caroline Sey Aki; Guilherme Guimarães Martins

DOI: 10.22167/2675-6528-202602768

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

The growth and competitiveness of pharmaceutical retail have driven the adoption of point-of-sale strategies to stimulate impulse purchases. The profile and purchasing behavior of pharmacy consumers in São Paulo were analyzed, with the objective of measuring the impact of product display strategies in the “checkout” area on unplanned purchase conversion, and identifying the factors that contribute to this type of acquisition, as well as the most consumed product categories. A descriptive research with a quantitative approach was used, applying an online questionnaire that obtained 206 responses. The results indicated that impulse purchases were motivated by product exposure, attendant recommendation, and waiting time in line. It was observed that product exposure was amplified when associated with promotions and the use of displays. It was found that almost half of the participants made impulsive purchases at the “checkout”, with candies and “snacks” being the most consumed category. It was concluded that the “checkout” area influences the acquisition of additional items, configuring itself as a strategic point for sales expansion.

Keywords: Checkout; Consumer behavior; Impulse buying; Pharmaceutical retail; Visual merchandising.

1. Introduction

The pharmaceutical retail sector has consolidated itself as a sector of great relevance in the Brazilian market. Recent data indicate that Brazil holds the largest share in the Latin American pharmaceutical market, with 50.7%, surpassing countries like Mexico and Argentina (ABRADILAN, 2024). This growth is evidenced by a revenue of R$160.7 billion in 2024, representing an increase of more than 12.8% compared to the previous year (SCMED, 2025).

This expansion of the pharmaceutical sector is accompanied by a significant transformation, characterized by the migration from a model of small traditional pharmacies to large chains. These establishments have extended their operating hours, invested in more modern and organized environments, and diversified their product mix, including perfumery and personal hygiene items, in addition to medicines (Blessa, 2008). The Brazilian Federation of Associative and Independent Pharmacy Chains (FEBRAFAR, 2025) highlights that this rise is the result of the continuous adaptation of pharmacies to the new demands of consumers, who seek convenience, agility, and a more complete shopping experience.

In this highly competitive scenario, pharmacies have adopted point-of-sale strategies, such as visual merchandising, to influence consumer purchasing decisions and stimulate impulse buying (Blessa, 2008). Planned purchases are those intentional acquisitions that the consumer maps out before entering the store. In contrast, impulse purchases occur within the establishment, when the consumer is exposed to stimuli that awaken the desire for a specific product.

Impulse buying is characterized by a strong and sudden emotional desire for acquisition, without hesitation (Aronovich et al., 2006). Martin Lindstrom (2018) adds that this type of purchase is guided by emotion, seeking immediate gratification, convenience, and opportunity in the buying environment. Thus, the point of sale (POS) exerts considerable influence on consumers’ purchasing decisions, especially when there are visual stimuli, clear and attractive product displays, offers and promotions, and easy access to items (Blessa, 2008).

Within the consumer’s journey in the pharmacy, the “checkout” region emerges as a strategic location for converting unplanned purchases. This space, near the exit, where payment counters and queues are located, is conducive to impulse buying. Waiting time, contact with low-cost items, and attractive displays frequently make this area favorable for unplanned acquisitions. Furthermore, counters can function as additional display points, placing products in areas with higher consumer traffic and creating additional purchasing opportunities.

Understanding the impact of these product display strategies in the “checkout” area is fundamental to optimizing sales and the consumer experience in pharmaceutical retail. This study is justified by the need to deepen knowledge about how the shopping environment, specifically the checkout area, can influence consumer behavior. Given the above, this study has as its main objective to measure the impact of product display strategies in the “checkout” region on impulse purchase conversion, delimiting the city of São Paulo as the geographical scope.

2. Material and Methods

To achieve the objective of measuring the impact of product exposure strategies in the “checkout” region on impulse purchase conversion, this study adopted a descriptive research with a quantitative approach, of the “survey” type. Descriptive research, according to Gil (2008), is characterized by investigating the properties of a group or phenomenon, establishing relationships between variables through standardized data collection methods. The quantitative approach, in turn, aims to quantify the collected data, generally employing statistical analysis for its interpretation (Malhotra, 2012).

The unit of analysis for the research was pharmacy consumers located in the city of São Paulo. The target population was defined as the set of individuals who possess the pertinent information for the study and about whom inferences are desired (Malhotra, 2012). The sample used was non-probabilistic by convenience, selecting participants based on accessibility to the researcher (Gil, 2008), which allowed for data collection from a diverse group of consumers.

Data collection was carried out using an online questionnaire, developed and applied on the Google Forms platform. The instrument consisted of structured multiple-choice questions and statements evaluated using the five-point Likert Scale, which ranged from “strongly disagree” to “strongly agree”. The use of the Likert Scale facilitated the measurement of perceptions and attitudes, as well as data processing for subsequent analysis (Malhotra, 2012).

The questionnaire was divided into four distinct sections to organize information collection. The first section was dedicated to presenting the research objectives and obtaining free and informed consent from participants, ensuring voluntary adherence. The second section collected data on the demographic profile of participants, such as age, gender, and monthly income. The third addressed the general shopping experience in São Paulo pharmacies, and the fourth section included specific questions based on the consumer’s last pharmacy shopping experience, aiming to capture recent behaviors. In formulating the response alternatives, the direct use of terms such as “impulse buy” or “do not impulse buy” was avoided, opting for expressions like “leads me to buy” and “does not influence my purchasing decisions,” in order to mitigate consumer rationalization biases, which tend to deny behaviors perceived as negative (Lindstrom, 2018).

Before public disclosure, a pre-test of the questionnaire was conducted on December 02, 2025, with three participants, to ensure the clarity and easy understanding of the formulated questions. After this validation step, the survey was made available online, remaining active from December 11, 2025, to January 07, 2026. At the end of the collection period, 206 valid responses were obtained, which constituted the empirical basis for the study.

Ethical considerations included ensuring participant anonymity, with all responses analyzed in an aggregated manner, without any individual identification. Consent for participation was explicitly obtained by proceeding with the questionnaire, and the collected data were used exclusively for the scientific and academic purposes of the study, according to the previously established objectives. The analysis of quantitative data was performed with the purpose of quantifying the obtained information, identifying behavioral patterns, and verifying the relationship between the studied variables, using descriptive statistical techniques (Malhotra, 2012).

3. Results and Discussion

This section details the research findings, interpreting them in light of the proposed objectives and relevant literature, as outlined in the original Course Conclusion Paper. The results were organized into four distinct sections, following the structure of the applied questionnaire, which allowed for a comprehensive analysis of the consumer profile, their shopping experience in São Paulo pharmacies, and the factors influencing impulse purchases in the “checkout” area. The investigation sought to understand the impact of product display strategies at this point of sale, providing subsidies to optimize pharmaceutical retail practices.

Section 1 – Introduction

The first part of the questionnaire primarily aimed to present the study’s purpose to the participants, ensuring they understood the research objectives before proceeding. Obtaining free and informed consent was a fundamental step, validated by the respondent’s continuation to subsequent stages of the form. The target population was defined as pharmacy consumers in the city of São Paulo, a group that, according to Malhotra (2012), holds the crucial information for the inferences sought by this study, guaranteeing the relevance and applicability of the collected data.

Section 2 – Consumer profile

Understanding the consumer profile is essential for developing effective marketing strategies, as it allows for anticipating reactions and adapting approaches. This section of the study focused on the analysis of demographic variables such as age, sex, and economic conditions, which, according to Aronovich et al. (2006), are crucial for understanding the underlying behavior of the audience. The identification of these characteristics aids in segmentation and personalization of offers, maximizing the impact of actions at the point of sale.

Regarding the age of the respondents, the majority were concentrated in the age groups of 25 to 34 years, representing 30.6% of the total, and 35 to 44 years, with 21.8%, totaling 52.4%. A relevant participation of individuals between 45 and 54 years old (18.9%) and 55 years or older (16%) was also observed. The age group of 18 to 24 years corresponded to 12.6%. This distribution suggests a predominance of an economically active audience, with greater purchasing decision power and often hectic routines, which can influence the search for convenience and agility in acquisitions. The presence of a mature audience also indicates opportunities for products related to supplementation and well-being, while the lower participation of younger individuals may point to a preference for online purchasing channels.

Regarding gender identification, the results revealed that 63.9% of participants identified as cisgender women, while 35.6% identified as cisgender men. A small portion, 0.5%, chose not to identify. The female predominance in the target audience of São Paulo pharmacies is a significant finding, as, according to Aronovich et al. (2006), this audience frequently engages in the entire purchasing process, from product analysis to interaction with staff. This strong female presence can directly influence the product mix offered and the organization of the point of sale, requiring special attention to their preferences and needs.

Regarding monthly income, 48.1% of respondents declared receiving between BRL 3,609.00 and BRL 9,020.00, indicating a predominance of middle-income individuals. A considerable portion, 14.6%, fell into the BRL 9,021.00 to BRL 18,040.00 range, suggesting the presence of consumers with high purchasing power. The salary ranges of up to BRL 1,804, from BRL 1,805 to BRL 3,608, and above BRL 18,040.00 represented smaller percentages, with 5.3%, 10.7%, and 10.7%, respectively. Approximately 10.7% of participants preferred not to disclose their income. This concentration of middle and high income suggests that consumers of São Paulo pharmacies have greater purchasing power and, consequently, are more demanding regarding product quality, services, and the overall shopping experience. The combination of a predominantly female and economically active audience points to a discerning consumer who values not only the product but also convenience, store atmosphere, and excellence in service.

Section 3 – Shopping experience in São Paulo pharmacies

The analysis of pharmacy visit frequency revealed that most consumers visit them two to three times a month (43.2%) or less than once a month (33%). A smaller portion, 18.4%, shops once a week, and only 4.9% visit two to three times a week, with 0.5% visiting daily. This data indicates that the pharmacy is not a routine establishment for a large portion of consumers, characterizing a punctual purchasing behavior, generally motivated by a specific need. In this context, each visit becomes a crucial opportunity for sales increase, reinforcing the importance of an adequate assortment, a quality experience, and display strategies that favor impulse purchases.

Regarding the impact of waiting time in the queue for payments on unplanned purchase decisions, it was found that 51.9% of respondents do not feel influenced. However, 34.5% stated they consider purchasing additional items, but do not always do so, and 13.6% actually make the acquisition. Although almost half of the participants (48.1%) are influenced by waiting time, the majority do not convert this attention into a purchase. This suggests that, while waiting time provides an opportunity for product contact, additional incentives are lacking for effective conversion, indicating the need for more robust strategies to transform attention into action.

The recommendations of cashiers at checkout counters demonstrated a significant influence on purchasing decisions. Approximately 39.3% of consumers stated they consider the recommendation, and 15.5% actually make the indicated purchase, while 45.1% are not impacted. When comparing this data with the impact of waiting time, it is observed that human interaction generates a greater impact on acquisition consideration, with an increase of 4.8%, and elevates conversion by 1.9%. This finding highlights the importance of the human element in the customer experience, as empathy and trust, according to Kotler, Kartajaya, and Setiawan (2025), are fundamental pillars for influencing purchasing behavior, especially in pharmaceutical retail, where health and well-being are central.

The display of products at the checkout counter and in the waiting line also has a significant impact on purchasing behavior. It was found that 60.7% of respondents consider acquiring displayed items, and 18% actually do so, while 21.4% are not influenced. The joint analysis of these results with the impact of waiting time shows that both are complementary elements. Waiting time captures the consumer’s attention, while product display generates interest and enhances the purchase action. Without available time, attention to products is limited, and without effective display, the purchase opportunity is lost. However, these isolated elements are not sufficient for conversion, requiring additional stimuli such as offer attractiveness, point-of-sale communication, and the subjective relevance of the product to the consumer.

When comparing factors in isolation, product display (18%) proved more effective in influencing unplanned purchases, followed by attendant recommendation (15.5%) and waiting time in line (13.6%). Although each of these elements influences consumer behavior, their effectiveness is enhanced when they act together, integrating opportunity, trust, visibility, and accessibility. Considering that the sample is predominantly female and, therefore, more rigorous, it is crucial to offer a product mix guided by perceived value and relevance for these consumers. In this scenario, impulse buying, as described by Lindstrom (2018), is a quick rational decision, where product utility plays a central role in conversion.

The research also investigated the perception of display attractiveness. It was found that 50% of participants agreed that displays with products positioned at the “checkout” lead to impulse purchases, with 28.2% agreeing and 21.8% strongly agreeing. A portion of 34% remained neutral, and 16% disagreed with the statement. The data indicate that product exposure in displays increases purchases by 32% and reduces the percentage of uninfluenced individuals from 21.4% to 16%, demonstrating the relevance of this strategy for stimulating impulse buying.

The effectiveness of promotions offered in the “checkout” area was also highlighted, with 74.3% of respondents reporting that this strategy increases their chances of buying. Only 15.5% were indifferent and 10.2% felt unaffected. Comparing with the influence of displays, promotions proved to be 24.3% more effective and reduced the total number of unimpacted consumers by 5.8%. This finding suggests that an optimized strategy would be to link the exposure of products in attractive displays with promotions and discounts, creating a combined stimulus that enhances the purchase decision.

Additionally, the exposure of products at the counter and along the queue path to payments proved to be an effective reminder mechanism. Approximately 69% of participants agreed that these products help them remember they need to buy them, while 16% were indifferent and 15% disagreed. This ability to evoke recall at the final moment of the shopping experience is directly related to unplanned purchases, as it reduces reflection time and favors quick decisions, aligning with the impulsive nature of acquisition, which seeks immediate gratification (Lindstrom, 2018).

In summary, the shopping experience in São Paulo pharmacies, although predominantly motivated by specific needs, is highly susceptible to point-of-sale stimuli. The strategic combination of product exposure, promotional offers, and human and reliable service in the “checkout” area can generate significant additional purchases. These elements, when well articulated, transform waiting time and purchase finalization into valuable opportunities for pharmaceutical retail, positively impacting impulse sales.

Section 4 – Last purchase at the São Paulo pharmacy

The analysis of participants’ last purchase experience provided valuable insights into impulsive behavior, which is often associated with situational and emotional stimuli (Lindstrom, 2018). By focusing on a recent experience, the research minimized memory biases, increasing the accuracy of the results. This approach allowed for the capture of the nuances of purchase decisions at the moment they occurred, offering a more faithful view of consumption dynamics in pharmacies.

Regarding the company during the last visit to the pharmacy, most participants (58.3%) were alone. The rest reported being accompanied by adults (33%), elderly people (4.9%), children between six and twelve years old (3.4%), young children (1.5%), babies (0.5%), or adolescents (0.5%). The predominance of unaccompanied consumers suggests a faster and more objective purchasing pattern, focused on specific needs. This audience generally values a well-signposted and organized environment that facilitates quick product location. On the other hand, accompanied consumers, totaling 41.7%, tend to spend more time in the pharmacy, which can increase their exposure to products and, consequently, impulse buying opportunities.

Regarding the type of purchase made on the last visit, 50.5% of participants made only planned purchases, while 38.3% combined planned purchases with impulse acquisitions. A portion of 11.2% made exclusively impulse purchases. These data are revealing, as, despite the majority of consumers entering the pharmacy with defined purchase intentions, almost half of them (49.5%) demonstrated some impulsive behavior during the purchase decision. This reinforces the thesis that the point-of-sale environment, especially the “checkout,” plays a crucial role in converting unplanned purchases.

The reclassification of purchased product categories, based on a total of 409 items mentioned by the 206 respondents, revealed that over-the-counter medications (MIPs) were the most purchased, representing 29.58% of sales. Subsequently, personal hygiene products (20.05%) and prescription medications (16.63%) stood out. Other relevant categories included cosmetics or beauty products (11.74%), vitamins or supplements (6.60%), candies and snacks (5.13%), first-aid materials (3.67%), beverages (3.42%), baby products (2.69%), and sexual health (0.49%). The “Formula” category was disregarded due to the ambiguity of its classification in the pharmacy context.

When grouping the categories into “medicines” and “non-medicines”, it was observed that the first group represented 46.21% of the total items, while the second corresponded to 53.79%. This sales distribution highlights the transformation of pharmaceutical retail, which has transcended the role of a mere dispenser of medicines to consolidate itself as a point of well-being, personal care, and convenience. The significant participation of non-medicinal products demonstrates that pharmacies have become destinations for a wider range of consumer needs, driving product mix diversification and the adoption of visual merchandising strategies.

Regarding impulse purchases specifically at the “checkout” area, 28.2% of respondents stated they had added unplanned items while waiting to pay. A small portion of 4.3% did not recall, and 67.5% did not add new items. Although the majority did not make impulse purchases at this time, the 28.2% figure is considerable and demonstrates the effectiveness of the “checkout” as a strategic point for additional sales conversion. This finding reinforces the importance of optimizing product display in this area to capitalize on consumer waiting time.

The most impulse-purchased product categories at the “checkout” were candies, chocolates, or “snacks”, representing 39.18% of the total impulse items. Following these were over-the-counter medications (12.37%), personal hygiene products (11.34%), and cosmetics (11.34%). Beverages (9.28%), first-aid supplies (8.25%), vitamins or supplements (7.22%), and baby products (1.03%) completed the list. The high sales of candies and chocolates can be attributed to the strategic placement of low-cost items at the checkout counter. These products, with their affordable prices and eye-catching packaging, are perceived as a low-risk emotional reward, leveraging convenience and individual packaging to attract consumer attention and stimulate immediate purchase.

In summary, the research results confirm that the “checkout” in São Paulo pharmacies has a relevant impact on impulse purchase conversion. Although consumers frequently visit these establishments with defined objectives, the point-of-sale environment, especially the checkout area, can influence them to acquire additional items. Product exposure, enhanced by promotions and displays, and the attendant’s recommendation, are crucial factors that, along with waiting time, awaken desire and memory, culminating in quick and emotional purchase decisions, with candies and “snacks” standing out as the most impulsively consumed category.

4. Conclusion

This study sought to measure the impact of product display strategies in the “checkout” area on impulse purchase conversion in pharmacies in the city of São Paulo. It was found that unplanned purchases were significantly influenced by product exposure, by the recommendation of attendants, and by waiting time in line. It was observed that the effectiveness of product exposure was amplified when associated with promotions and the use of attractive displays. Almost half of the participants made impulsive purchases at the “checkout”, with candies and “snacks” being the most consumed unplanned product category. Product exposure proved to be the most effective factor in influencing impulse purchases, surpassing attendant recommendation and waiting time, although the combination of these elements potentiates the purchase decision.

The main contribution of this work lies in the consolidation of the “checkout” area as a crucial strategic point for increasing sales in pharmaceutical retail, by demonstrating how visual stimuli and human interactions can be optimized to influence consumer behavior. The findings provide practical subsidies for pharmacies to structure an adequate product mix, use effective displays, and link promotional offers, transforming the final purchase moment into a valuable opportunity. Although the research was based on a non-probabilistic convenience sample, which limits the unrestricted generalization of the results, it offers relevant insights for optimizing visual merchandising and point-of-sale service strategies.

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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