I- Terms of reference
Point of purchase:
It is a location where payment for goods or services takes place and where the purchaser and seller are both present.
On a macro-level, a point of purchase may be a mall, market or city.
On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay.

It is also the signs, the displays, and other techniques of attracting attention and promoting products at their location of sale.
Audit:

Auditing is a systematic process of objectively obtaining and evaluating evidence regarding assertions about economic actions and events to ascertain the degree of correspondence between those assertions and established criteria and communicating the results to interested users.
Consumer behaviour
It is the study of when, why, how, and where people do or do not buy a product.
Retails marketing:
Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations.
In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales.

The successful implementations of the components of the traditional marketing mix (product, place, price and promotion) are essential for success in retail marketing. The savvy marketer must have a thorough understanding of his or her customers to answer the questions that are implied by each of the 4 P's.
Price is the most important arena of competition, but other factors include convenience of location, selection and display of merchandise, attractiveness of the establishment, and reputation. The diversity of retailing is evident in the many forms it now takes, including vending machines, door-to-door and telephone sales, direct-mail marketing, the Internet, discount houses, specialty stores, department stores, supermarkets, and consumer cooperatives. II- Finding

When we make