Visual Merchandising and Consumer Demography PDF Download

Author: Dr. Neha Mehta
Publisher:
ISBN:
Category :
Languages : en
Pages : 16

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Book Description
This study, to begin with, throws some light on Indian retail scenario, concept of visual merchandising and impulse buying and then attempts to explore the relationship between the factors of visual merchandising and consumers' demographics so as to analyze the impact of visual merchandising on consumers' impulse buying behavior. Indian retail is one of the fastest growing markets in the world. Modern and online retail business is growing tremendously with growing lifestyle of Indians. There are increased number of international brands entering the country and national brands penetrating the market. Consumers are becoming savvy in terms of their purchase decision. There is a trend that consumers see the product in physical channel compare price online and buy through channel which offers same product at lesser price. Omni channel makes it more difficult for retailers especially in physical channels to hold customers in their stores and lead them to buy. Hence, this study was conducted to find out relationship between factors of visual merchandising and consumer demography. Variables of visual merchandising under study were window display, in-store form/mannequin display, floor display, promotional signage. From the analysis it is found that there is weak relation of attractive window display with different age groups, gender, and income. Other than window display, the impact of visual merchandising on consumer behavior is almost irrelevant with respect to gender, age, education, monthly income, and education of consumers and, therefore retailers should, in general, create very impressive visual displays for all types of footfalls in the store. If a marketer tries to enhance the display of their stores, making the stores more creatively attractive, it will impact consumers to get into stores, remain there for some time and influence their impulse buying behavior to make them buy from the stores.

Author: Dr. Komaldeep Kaur Randhawa
Publisher: Shashwat Publication
ISBN: 9393557705
Category : Education
Languages : en
Pages : 169

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Book Description
Visual merchandizing is a vital tool to draw the customers, towards the displayed merchandise and also enhances the shopping experience for customers by conveying the exact message about the merchandize and also presenting it in an exceptional manner with efficient creative quotient. Therefore ardor for design and creativity are crucial to be a good visual merchandiser.This book is an effort to shed light on the effects of visual merchandising on consumer impulse buying behaviour with specific reference to apparel’s in Punjab.

Author: Claus Ebster
Publisher: Business Expert Press
ISBN: 1631571133
Category : Business & Economics
Languages : en
Pages : 289

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Book Description
The creative and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In the newly revised and expanded edition of this book, you will learn some of the shopper marketing secrets from the authors about how you can design your store to increase sales and delight shoppers at the same time. By the time you are through reading, you will have learned how shoppers navigate the store, how they search for products, and how you can make them find the products you want them to see. You will also be able to appeal to shopper emotions through the use of colors, scents, and music, as well as make shopping memorable and fun by creating unique experiences for your shoppers. The focus is on the practical applicability of the concepts discussed, and this accessible book is firmly grounded in consumer and psychological research. At the end of each chapter, you will find several takeaway points. The book concludes with the “Store Design Cookbook,” full of ready-to-serve recipes for your own store design and visual merchandising process.

Author: Diah Octaviany Nur Sabrina and Suresh Kumar
Publisher: Rasibook
ISBN: 6237214747
Category : Business & Economics
Languages : en
Pages : 108

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Book Description
This monograph sees that visual merchandising, sales promotion, and credit card usage as key factors to increase the impulse buying of customers. One of the famous brand of batik, Batik Trusmi IBR, has been chosen as the object of research to examine customers experience during their shopping there. Every retailer tries to win the competition by keeping its sales revenue increase. Retailers have done several kinds of strategies, including creating impulse buying behavior. Using Batik Trusmi IBR Cirebon as the object of the research, this research analyzed the impact of visual merchandising factors, sales promotion, and credit card usage toward impulse buying behavior.

Author: Dr. Neha Mehta
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description
Buying behavior of customers for different product categories varies because of different factors. This research was intended to find impact of visual merchandising on consumer buying behavior for two different product categories. The two product categories for study were apparel and furniture. Dimensions of visual merchandising taken for study of this topic were window display, store front, mannequin display, floor merchandising, merchandise display, store layout and organization, creative style and trend co-ordination, signage/graphics, store atmosphere. It is found that few dimensions of visual merchandising do affect buying behavior. Window display affects buying behavior for both product categories. Mannequin display is important visual merchandising dimension is found to impact customer's apparel buying behavior. While, store front, shelf display (in merchandise display) and creative combination of colour (in creative style and trend co-ordination) giving new design ideas for home impacts customer's buying behavior for furniture category. Note: The full paper is uploaded with the permission of the publisher GBATA. The copyright of the paper rests with the publishers who have made the paper available on the internet. For the commercial use of paper permission from publisher is needed.

Author: Sarah E. Fister
Publisher:
ISBN:
Category : Clothing and dress
Languages : en
Pages : 222

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Book Description
The purposes of this study were to investigate consumers' responses (aesthetic response, approach response, and perceived risk) to two types of visual merchandise displays (full size mannequin and flat hanging display) in an in-store retail setting. An interest for this study arises from retailers' constant effort to differentiate themselves from other retailers and increase retention through in-store entertainment or "shopper-tainment". Kotler (1973/74, p.50) defined atmospherics as "the conscious designing of space to create specific effects in buyers to enhance purchase likelihood". An aspect of effective atmospherics is known as visual merchandising --"how merchandise is visually communicated to the customer" by the retailer (Kerfoot et al., 2003, p. 143). Many retailers have specific visual merchandisers who strive to create the most attractive and beneficial type of window and in-store displays to attract customers and give information about products. In-store displays also provide customers with a mental image of how merchandise can be used or combined. A model, based on the S-O-R model (introduced by Mehrabian and Russell in 1974), was proposed that a stimulus, in this case display type (flat hanging display, full size mannequin) can influence a behavioral response in a consumer, in this case approach response and perceived risk, which is mediated by that consumer's affective or cognitive response, which in this is case is aesthetic response. An additional component added to the traditional S-O-R model was shopping value as a moderator. Shopping value refers to a customer's orientation or goal while shopping, measured by hedonic score. To test the proposed model, a convenience sample of 76 males and 76 females was employed. The independent variable for this study was display type (full size mannequin or flat hanging display) for each gender, which was performed twice due to stimulus sampling procedure. The moderator was shopping value; the dependent variables were aesthetic response, approach response and perceived risk. Cronbach's alpha was used to test internal consistency of each measure. An ANOVA was used to compare participants' responses between the two experimental days; i.e., test to see if the styles of clothing in the displays affected the responses. A MANOVA analysis was used to examine relationships between the independent variable (display type) and dependent variables (aesthetic response, approach response and perceived risk). A second MANOVA was run to test the moderating relationship of shopping value (hedonic) on dependent variables (aesthetic response, approach response, perceived risk) caused by display type. Pearson's Correlation was utilized to examine the correlation relationships between the dependent variables (aesthetic response, approach response and perceived risk). A post hoc ANOVA analysis was run between gender and shopping value to examine gender differences in hedonic shopping value scores. Lastly, an exploratory analysis was conducted to provide the reader with ideas for future research in identifying specific demographic characteristics and their relationship to consumers' utilitarian shopping value. The results of this study support the significance of visual merchandising in a retail environment. The results demonstrate that all individuals (regardless of their gender or shopping value) had a higher aesthetic response (which led to an increased approach response and decreased perceived risk) to the clothing displayed in a full size mannequin display than to the flat hanging display. Unexpectedly, male respondents had a preference for the full size mannequin as did female respondents. Expectedly, females had a higher score for hedonic shopping value than males did in this study. Hedonic shopping value did not play a role as a moderator, whereas all respondents had a higher aesthetic response leading to an increased approach response and decreased perceived risk associated with the full size mannequin. This study offers further support for the S-O-R model introduced by Mehrabian and Russell (1974). The results of this study support the significance of visual merchandising by in a retail environment. This study suggests that a customer's mental imagery processing through viewing a retailers visual display can raise aesthetic response and therefore encourage approach response and reduce perceived risk associated with the products displayed. This study suggests that all consumers (regardless of gender or shopping value) prefer exciting, realistic and aesthetically pleasing visual displays, but require a full size mannequin display to raise their aesthetic response, approach response and reduce perceived risk associated with the items displayed. The limitations of this study include the use of convenience sampling which means the results of this study cannot be generalized beyond the product category (college licensed merchandise) and sample.

Author: Karin Zaghi
Publisher: EGEA spa
ISBN: 8899902461
Category : Business & Economics
Languages : en
Pages : 358

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Book Description
Why a book on Visual Merchandising? Because Visual Merchandising gives substance to something that has to change its very essence: the store. The rise of new communication artifacts in today’s multichannel context means that the store needs to transform its role and its methods for interacting with both customers and producers. The store has to offer value through proactive interaction with its customers. If value in the store visit lies in living an experience, regardless of making a purchase, Visual Merchandising lays the groundwork for that experience. This book is for people who deal with communication – for the store and in the store – distributors, agencies, and university students in Master’s programs, along with all those interested in Marketing, Communication, or Retailing.

Author: Gini Stephens Frings
Publisher:
ISBN: 9780130335715
Category : Clothing trade
Languages : en
Pages : 0

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Book Description
For Introduction to the Fashion Industry, Introduction to the Fashion Business, Fashion Merchandising, Fashion Marketing, Fashion Manufacturing, Fashion Design, and Fashion Analysis courses. Fashion: From Concept to Consumer tells the entire story of how the fashion business works in sequential order from concept to consumer. It includes the processes involved with producing raw materials, apparel, and accessories, as well as the retail businesses that sell fashion merchandise to the public. Each chapter contains a career focus, chapter objectives, review questions, terminology, and projects to aid in reviewing the subject matter. It is a valuable tool for anyone who wants to know more about fashion and the fashion business.

Author: Martin M. Pegler
Publisher: Bloomsbury Publishing USA
ISBN: 1501315315
Category : Business & Economics
Languages : en
Pages : 866

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Book Description
Visual Merchandising and Display, Seventh Edition, focuses on all aspects of visual merchandising and display, from classic techniques to the latest developments. Using hundreds of global examples, this text shows how a retailer can optimize its image with its target market by adding interest to window and interior displays. The book includes updated chapters on lighting, fixtures, and interactive media; expanded sections on store planning, CAD programs, floor plans, and planograms; and a new section called Tools for Getting the Job. New to this Edition: - Contains six new case studies and extensively revised and updated images - New section Tools for Getting the Job in Chapter 27 includes tips for creating your own website and using platforms like Behance to showcase your portfolio -Updated and new Go Green boxes discuss current topics in sustainability and visual merchandising Visual Merchandising and Display STUDIO -Study smarter with self-quizzes featuring scored results and personalized study tips -Review concepts with flashcards of terms and definitions -Watch videos that bring chapter concepts to life Instructor Resources -Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom -PowerPoint® presentations include images from the book and provide a framework for lecture and discussion

Author: Dr. Neha Mehta
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description
In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the area in which they can differentiate themselves is store presentation in terms of visual merchandising. To study which dimensions have an impact on purchase behavior of consumers, this study is undertaken. By analyzing the impact of various dimensions of merchandising display such as window display, store front, merchandise presentation, store layout and organization, creative style and trend co-ordination, signages/graphics and store environment, it is found that window display, store front, store layout and organization (shelf display) and creative style and trend co-ordination have impact on purchase behavior of consumers.