“To study design effectiveness & role of visual merchandising in creating

customer appeal”

Literature Review

Saeed (2015) conducted the study to know the effect of lighting as a subject matter of visual
merchandising in attracting consumers towards a specific area and products in store and
recording their behavior. Before and after design method of experimentation was used to know
the impact of lighting in attracting consumers towards the product and specific location at the
garment store.
Park (2014) recommended the proper utilization of visual merchandising as an effective tool of
converting potential customers into real customers. The study further concluded that the most
important aspect that consumers value most in visual merchandising are proper lighting and
attractive display themes.

Madhavi (2013) suggested that Retailers can help customers to find the right products through
focused merchandising, intelligent store design and layout, and other visual merchandising
practices, such as product displays, packaging, and signage. Cant & Hefer (2013) analyzed
consumers' perceptions towards visual merchandising displays and to determine which aspects of
visual merchandising displays are the most important to consumers.

Kim (2013) recommended that V.M.D aims to display merchandise in multiple ways; to heighten
brand images; to steadily lure many customers to the store. One of the characteristics that V.M.D
has is, that this abandons the previous design concept which solely puts stress on luxurious
interior-focused display; that this displays merchandise in a rational and systemic way and
induces customers to buy products.

Pillai,Rajasekharan and Iqbal,Azmiya and Umer,Habiba and Maqbool,Aisha and Sunil,Namrata (

2011) described that most of the merchandiser’s main focus is to display the newest trend and
best moving items into the display windows and visual merchandising was found to be very
helpful for converting potential customers into real.Levi & Weitz (2009) identified the way
products are displayed and promoted in apparel retail stores by visual merchandising can have a
vast impact on consumer responses and how much merchandise the retailer sells.

Agnihotri (2009) investigated the visual merchandising is comparatively a new tool in value
creation, and offering new opportunities to divert consumer attention towards the products
displayed in stores. Media especially internet and social media is playing its role in making
consumers more and more informed about different trends in retail practices.

Uncles (2008) Since these contemporary consumers are better informed and savvier than before,
it became more important than before for the companies to know about consumers, their
motivations and lifestyles. Davies and Ward (2005) studied visual merchandising shapes the
constructive image of the store and helps in a higher purchasing action from the shoppers.

References
Agnihotri, A. (2009). Proceedings of 3rd IIMA Conference on
Marketing Paradigms for Emerging Economies.
Areni, C.S. & Kim, D. (1994). The influence of in-store lighting on
consumers’ examination of merchandise in a wine store.
International journal of research in marketing. 11 (2). pp 117-
125.
Cant, M. C., &Hefer, Y. (2013). Visual merchandising displays functional
or a waste of space in apparel retail stores?. Gender
and Behaviour, 11(1), 5336-5341.
Davies, B.J. and Ward, P. (2005). Exploring the Connections between
Visual Merchandising and Retail Branding. International Journal
of Retail & Distribution Management. 33(7). Pp. 505–13.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical
testing of a model of online store atmospherics and shopper
responses. Psychology & Marketing, 20(2), 139-150.
Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2001). Atmospheric
qualities of online retailing A conceptual model and implications.
Journal of Business Research. 54. pp. 177 – 184.
Garaus, M., Wagner, U., &Kummer, C. (2014). Cognitive fit, retail
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Gobe, M. (1990). Visceral merchandising. Visual Merchandising and
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Groeppel-Klein, A. (2005). Arousal and consumer in-store behavior.
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Hu, H. & Jasper, C.R. (2006). Social cues in the store environment and
their impact on store image. International Journal of Retail &
Distribution Management. 34 (1). pp.25 – 48.
Kerfoot, S., Davies, B. & Ward, P. (2003). Visual merchandising and
the creation of discernible retail brands. International Journal
of Retail & Distribution Management. 31 (3). pp.143 – 152.
Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and
the creation of discernible retail brands. International Journal of
Retail & Distribution Management, 31(3), 143-152.
Kotler, P. (1973). Atmospherics as a Marketing Tool. J Retailing.
4(4).pp. 48 – 64.
LaGiusa, F.F. &Perney, L.R. (1974). Further studies on the effects of
brightness variations on attention span in a learning environment.
Journal of theIlluminating Engineering Society. 3. pp. 249-252.