Impact of Visual Merchandising on Consumer Behaviour Essay Example
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.<
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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.
Visual Merchandising achieves the following:
- Educates the customers about the products and services offered creatively and effectively.
- Enables a successful selling process, from browsing to buying.
- Establishes a creative medium to present merchandise in a lifelike 3-D environment, thus creating a strong impact and recall value. Sets the context of the merchandise.
- Establishes the linkage between fashions, product desig
and marketing by keeping the focus on the product.
As seasons change, the merchandise collections / planograms too change in a retail store. When such changes take place the store too undergoes a transformation in decor and visual presentation to appeal to the consumers while announcing new arrivals in merchandise collection. This phenomenon of transformation of visual presentations and displays of merchandise accompanied by relevant thematic props is still very new in India.
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