In store VM is the process of displaying products, services within retail outlets through available methods of direct & indirect communications & media. It is part of integrated marketing communication & plays a vital role in impacting impulse buying behaviour of prospected consumers. During purchase life cycle of a product In store VM is the last trigger which a brands can make on prospected consumers to minimise the resistance in buying behaviour. Brands currently saves significant budget for this from overall marketing spends considering the importance.

An Endcap is a product/PoSM placement shelf at the end of an aisle in a retail outlet. It is believed that products placed at endcaps attract more customers relative to others placed somewhere on the regular shelves. Retailers tend to rent out the endcap space to brands which benefits brands in improved sales. Brands tend to use End Caps to highlight their preferred products or new launches. Since a large number of customers will walk by an Endcap, they are also good areas to display products for impulse sales.

A Sales Promoter is a brand's sales representative at a retail store. While the store may employ a number of floor sales staff whose responsibility is to assist customers with whatever they need to buy, a Sales Promoter is employed by a product manufacturer or brand and deployed on the shop floor to maximize the sales of that brand. The Sales Promoter is trained in her own company's products, and will often try to influence customers in the store by demonstrating the features and benefits of her products, and by favorably comparing is to competitors.

Focus groups discussions are commonly used in Market Research to derive qualitative insights. It could be defined as a group of interacting individuals, brought together by a moderator or interviewer, who drives the group and its interaction as a way to gain information about a specific research topic.

Primary data is information collected through original or first-hand research. For example, surveys and focus group discussions. On the other hand, secondary data is information which has been collected in the past by someone else. For example, researching the internet, newspaper articles and company reports.