Impact of Visual Merchandising on Sales in Peshawar

Topics: Retailing, Retail design, Marketing Pages: 15 (4352 words) Published: August 3, 2013
Chapter 1

Visual Merchandising is the art and science of retailing. Visual merchandising is the display of products in a store. Visual merchandise not only includes the store interior but it also includes the store exterior. Store interior includes the outlay of a store, lighting and the way merchandise is displayed inside store. The store exterior includes store name, windows displays and car park. Both services or goods can be displayed to focus on their product or service benefits. The objective of such graphic marketing is to attract, engage and motivate the client towards buying. Aesthetic marketing commonly occurs in full price spaces such as suppliers and industry events. The objective of graphic marketing is to learn effectively for the client to locate the desired category and merchandise, create it simpler for the client to self-select, create it possible for the shopper to co-ordinate and accessorize, recommend, focus on and demonstrate particular products at planned locations. Visual merchandise not only maintains traffic flow into the store but it also affects the brand image of a store which has an ultimate effect on sales of a store (Primary responsibility of brand manager). Therefore, successful visual merchandising includes creating all areas of retail shop present to promote the brand and selection more properly. It means getting variety segmentation, shop cool layouts and use of space, marketing principles and techniques, window and in retail shop features accurate. And, it includes creating effective point of sale (POS) and point of purchase (POP) alternatives, temporary activities and special offers to encourage shopping behavior. All these help to make shops run more properly, accurately and correctly, and significantly in a focused way for the company and its people. But having good visual products guidelines is not enough without effective retail shop interaction and retail shop training in visual marketing to use the techniques in retail shops. These are the authorizers that create the guidelines attached and become included throughout the company. Successful visual merchandising and company shipping is all about knowing and fulfilling buyer needs, so the more that a company knows its people, company name and competition, the better it can determine and develop its own graphic marketing exercise to offer better remedies in store to develop the client experience. Primarily, graphic marketing is a set of realistic selling resources to have an impact on the buying behavior of consumers and no serious store can manage to neglect the highly effective things and huge professional potential of utilizing better graphic merchandising in this era. Whether this is obtained by enhancing invest, type and number of things that people buy, the consistency of buying, the manufacturers and collections that people select and even down to the shops they select to go shopping in. Excellent visual marketing even goes down to the micro-detail of understanding which display work achieve better to have an impact on what companies individuals buy and the rate of sale. And, as the world has become a global village and people travel from one part of the world to another easily so having a regular and familiar international company graphic can help suppliers stand out by offering people with the comfort, knowledge and confidence they assume from the company – making it much easier for the consumers to buy. Good outside graphic marketing appeals to attention, brings about interest and bring customers to the store. The quality of store front is a major determinant for a customer to enter a store. The car park and exterior entry to the store is where customers form their first impressions of the store. The objective of this research is to find out the impact of different factors of visual merchandising of fashion brands on consumer buying behavior in Peshawar. Chapter 2

Literature Review

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