PRESENTATION ON EFFECT OF VISUAL MERCHANDISING ON

APPAREL ON CONSUMER BUYING BEHAVIOR

PRESENTED TO:- PROF. SAMVEG PATEL

PROF. DEBADITYA MOHANTI

PROJECT GUIDE:PROF. LITTY DENISH

PRESENTED BY:- ATIK SEVANGIYA (99)

PROJECT TITLEEFFECT OF VISUAL MERCHANDISING ON APPAREL ON CONSUMER BUYING BEHAVIOR• OBJECTIVE To study the impact of visual merchandising on the buying

behavior of the consumers. To study the impact of visual merchandising on consumer

attitude and consumer response in terms of apparel segment.

To study the perception of consumer towards the visual merchandising

[1]. COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN

RELATION TO VISUAL MERCHANDISING

• Author:- Jiyeon Kim • Year:- 2003• Objective:-a) To find variables that influence shoppers’ impulse buying urges

and decisions and attempt to control these influencing variables through strategic marketing and merchandising activity.

b) To examine the relationship between college students’ apparel impulse buying behaviors and common external factors that trigger impulse buying.

c) To effects of four types of visual merchandising on impulse buying behavior.

Research Design, Sample and Data• Primary data were use for the research.• The tool use for primary data is questioner.• Data were collected from a convenience student (18 OR 18+)

sample from core classes in Family and Consumer Sciences at The University of Georgia over a two-week period of time in spring 2003.

• Sample size: 245• A total 238 of the 245 survey questionnaires administered

were complete for a 97.14% usable response rate.

METHODOLOGY• Statistical Packages for Social Sciences’ (SPSS)

software is used for the data analysis.• The Pearson correlation test will be conducted to see

the correlations between college students’ impulse buying tendency and each of four types of visual merchandising practices.

• Regression analysis will be conducted for hypotheses testing to find out the relationship between college students’ impulse buying tendency (dependent variable) and the four types of visual merchandising (independent variables).

CONCLUSION• It can be agreed that all four types of visual merchandising

(i.e., window display, in-store form/mannequin display, floor merchandising, and promotional signage) are significantly interrelated and that relationship generates the influences on consumers’ impulse buying behavior.

• The results proved that there were significant relationships between college students’ impulse buying behavior and in-store form/mannequin display and promotional signage.

• the window display and floor merchandising did not appear to significantly lead to college students’ impulse buying behavior.

[2]. VISUAL MERCHANDISING: IMPACT ON

CONSUMER BEHAVIOUR• Author:- Neha P. Mehta, L. J. Institute of Management

Studies, India Pawan K. Chugan, Nirma University, India

Date:- 10/07/2012• Objective:- 1.To explore the dimensions of visual merchandising. 2.To study the impact of visual merchandising on consumer

attitude and consumer response in terms of apparel segment 3.To study the impact of visual merchandising on the buying

behavior of the consumers. .

Research Design, Sample and Data• The research design is exploratory in nature.• In the exploratory study the visual merchandiser of

“Future Group” were interviewed to understand and find the dimensions of visual merchandising.

• The sample size of the research was 100 but sixteen were outliers hence, the revised sample size was 84.

• The sampling technique was mall intercept method, customer who walk out of the store were surveyed with the help of structured questionnaire (purposive sampling).

• The survey was conducted in Central Mall of Ahmedabad for four days.

Methodology• Reliability test,• Factor analysis, • Correlation and Linear regression analysis were use to get the

findings.

Conclusion Visual merchandising practices, serving as stimuli that provoke a desire

that ultimately motivates a consumer to make an unplanned purchase decision upon entering the store, significantly influence consumers’ impulse buying behaviors.

Marketers must use this findings efficaciously to increase sales of their store and innovate themselves in terms of display. Since, window display has impact on impulse purchase it will increase foot falls of the store, if the window of the store is very attractive.

[3]. Visual Merchandising and Customer Appeal

• Author:- Azmiya Iqbal Habiba Umer Aisha Maqbool Namrata Sunil K. R Pillai*

Year:- May, 2011.Country:- BahrainObjective:-1. to find out how and to what extent outlets incorporate visual

merchandising, that appeals to the customers and lead to a potential purchase.

2. to investigate preferences of customers and wanted to find out how they rank visual appeal amongst other factors like brand name, offers and discounts and accessibility.

3. to investigate what ambience creating factor was most preferred.

Research Design, Sample and Data The method used in this study is descriptive research.• generally is survey method for collecting information related

to the demographic and behavioral variables of the respondents.

• The survey administered two sets of questionnaires; one set for the visual merchandisers(6 question) and other for the customers(5 question).

• The sampling technique used was a combination of convenient and judgment sampling.

• The sample size for customers was chosen to be 100 questionnaires and that of visual merchandisers that were targeted was 20.

Conclusion• Majority of customers respond to the lighting more positively.

They specially mentioned that lighting helps to select correct products, reduce the time wasted and feel relaxation during the shopping tours.

• It is observed that most people are lured into buying the product looking at the shop’s ambience and visual display.

• mannequin industry has a huge role to play gives an idea to the customer on how to wear a particular item or product, and the visual appearance attracts or stimulates the buyer to go for the ultimate purchase.

• Store window displays can be a great way to draw people into the store

[4]. THE IMPACT OF SELECTED VISUAL MERCHANDISING TECHNIQUES

ON PATRONAGE INTENTIONS IN SUPERMARKETS

• Author:- Ridmi Gajanayake (University of Kelaniya ) Sashini Gajanayake (Staffordshire University) H.A.K.N.S. Surangi (University of Kelaniya)

Year:- 2011Region:- Sri lanka (di-colombo)Objective:-1. To identify the most important visual merchandising techniques that

would influence patronage intentions in supermarkets within the Colombo city limits.

2. To identify the widely used visual merchandizing techniques by different supermarket chains in operating in the Colombo city limits.

Methodology• This study was based on secondary and primary data.• Secondary data will be gathered from previously done research articles,

books and the Internet.• Primary data were collected through the means of questionnaires and

interviews.• The research is based on deductive approach where the existing theories

and concepts will be used in order to develop hypotheses and test them through a systematic methodology.

• A simple random sampling method were used.• Primary data was collected through the survey and semi-structured

questionnaire was used to collect the data.• The study will considered a sample of 307 supermarket shoppers from

five different supermarkets located within Colombo City limits.• regression and ANOVA analysis were used analyze data and to test the

hypotheses.

Conclusion• Patronage intentions have no relationship with store layout of

supermarkets within the Colombo city limits.• Remaining all the things related to visual merchandising is

important within the colombo city limits.• The research is a success achieving all intended objectives and

it can be concluded that the players within the supermarket industry can have a competitive edge by developing an appropriate visual merchandising strategy.

[5]. In what ways does JD portray their sportswear as

fashion through their Visual Merchandising?• Created by:- Amy Flitcroft• Objective:- 1. to understand how JDs visual

merchandising distinguishes between its fashion sportswear and its general sportswear.

2. Ascertain how important visual merchandising is for the company and why it is important for them to get it right in order to sell their products.

3. Identify how the company plans each department layout and how they come up with this planning, as well as their campaigning and merchandising decisions.

4. Understand how JD has changed over the past 10 years and how they keep in touch with trends.

Methodology• an interview with the main store manager and the floor

manager/ merchandiser of my JD store about how their sportswear is portrayed as fashion through their visual merchandising.

• Secondary data:-research books, one written by Judith Bell Doing your research project and one written by Bill Gillham Research interviewing

conclusion

• visual merchandising is one of the most important things that the company do as it helps them to communicate well with their consumers, which gains great respect from them.