Impact of Visual Merchandising on Consumer Behaviour and Sales of the Product

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VISUAL MERCHANDISING
An Impact of Visual merchandising on consumer behavior and sales of the product

Abstract

Purpose-The Purpose of this paper is to analyze how visual merchandising impacts the behavior of customers and increase the sales of a particular product at three popular retail locations (Big Bazaar, Reliance Fresh, More) in Coimbatore and understanding the consumer perceptions.

Design / Methodology-A survey of about 600 respondents visiting the store.

Research Limitation-The study is limited to respondents visiting to only 3 retail stores of a particular geographic area. Findings may not be generalizeable.

Paper Type-Research Paper

Introduction

Retail location has long been considered as important strategic business decision for a number of reasons. First, consumer store choice decisions are influenced greatly by merchandizing (Arrangement of merchandise) which denotes the relationship between consumer perception of availability and characteristics of decision. Second, retailers may be able to develop a sustainable competitive advantage through merchandizing. Merchandising plays an important role in maintaining a balance between rack stock and the buffer stock. A proper visual merchandising helps the retailer to increase the customer walk-ins and inturn increase the sales of the product.

Visual Merchandising and Retail Communication
Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process. This is a nascent area of the Indian retail industry, therefore a professional program on Visual Merchandising will go a long way in addressing this gap. The success of the program will be reflected in the better presentations, displays, indoor and outdoor communication about the stores. This course would be a niche specialization in the booming retail sector. Visual Merchandising achieves...
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