The term "Point of Purchase" (POP) refers to the location where a customer makes a decision to buy a product. This can occur in physical stores, online platforms, or any setting where a transaction takes place. POP displays, signage, and promotions are often used to attract customers' attention and encourage impulse buying. Effective POP strategies aim to enhance the shopping experience by providing information and incentives. For example, retailers may use eye-catching displays or special offers to highlight new products. Understanding consumer behavior at the POP can help businesses increase sales and improve customer satisfaction.