IMPACT OF VISUAL MERCHANDISING ON CONSUMER BEHAVIOR

Presented By: Rahul Rai Mentor : Ramkishen Y.

WHAT IS VISUAL MERCHANDISING?

Visual Merchandising is the means to communicate a stores fashion, value, products, and quality message to prospective customers so as to entice them to buy from the store on a sustainable basis - Gini Frings

PURPOSE OF VISUAL MERCHANDISING

Visual Merchandising aims at following objectives to be accomplished

Facilitating Functional Shopping Experience Generate Experience Strengthen the Brand/Identity Maximize Sales Generation Help expansion of product categories through optimizing display of varied variants Educating the customers Encourage impulse purchase

ELEMENTS OF VISUAL MERCHANDISING

Shape- symmetry, composition and grouping; Line - straight, curved, or jagged ; Texture - rough, smooth, fuzzy, shaggy, soft, hard, etc Complementing aesthetic elements- lighting, warmth, colour Layout- space, height, shelving, flow of goods, fixtures and fittings

MERCHANDISE SEASONS PLANS AND SCHEDULES

Christmas and New Year

Internations

Easter

Valentine's Day

Diwali Holiday Promotions

Holi

Indian
Navratri & Dussera Special Sales Independence Day/ Republic Day

Thematic Visual Merchandising

FINDINGS

Demographic Analysis:
Higher number of Male respondents Mostly in the age group : 21-30

FINDINGS

Data Analysis
64% of the respondents were frequent visitors The arrangements of the products at the store were average as 56% replied to it The pricing and the offers were effectively communicated to the customers 70% of the customer felt that the displays and the promotional offers given to the customers attracted them towards the store Only 52% were repeat buyers and they even felt that visual merchandising at the store isn't attractive whereas other felt its attractive it is changed often with respect to occasion 66% bought merchandise display on the window 78% felt its easy to shop due to the visual merchandising of the store Overall it was a satisfactory response for the visual merchandising at the Pantaloons Store

CONCLUSION

The following are few findings from the literature review Women places greater importance on the visual merchandising at the beginning of different fashion seasons whereas men just glance through the window displays It can also be inferred from the study that women are more vulnerable to novelty, pay greater emphasis to fashion when compared with men who are more vulnerable to impulse purchases. The designers include the various elements of visual merchandising like colours and trends to attract women shoppers Lighting and visualizations has greater impact on consumer as compared to fragrances When consumers are exposed to the various elements of visual stimuli[Visual merchandising elements], they more likely make purchase decisions on impulse.

CONCLUSION

At PANTALOON the factors influencing the footfalls of the customer and providing customer a better shopping experience are as follows :
Socio-cultural background of shopper Travel time and distance Location convenience Range of merchandise Better ambience of the store Better customer assistance and service Value for Money Brand Experience, exciting store design and atmosphere Problem Recovery