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Presented By: Rahul Rai

Mentor : Ramkishen Y.

IMPACT OF VISUAL MERCHANDISING ON

CONSUMER BEHAVIOR

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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

WHAT IS VISUALMERCHANDISING?

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Visual Merchandising aims at following objectives tobe 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

PURPOSE OF VISUALMERCHANDISING

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MERCHANDISE SEASONS PLANS AND SCHEDULES

HolidayPromotions

Internations

Christmas andNew Year

Easter

Valentine's Day

Indian

Diwali

Holi

Navratri &Dussera

IndependenceDay/ Republic

Day

Special Sales

Thematic VisualMerchandising

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Demographic Analysis:Higher number of Male respondents

Mostly in the age group : 21-30

FINDINGS

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Data Analysis64% 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 customers70% of the customer felt that the displays and the promotional offers given tothe customers attracted them towards the storeOnly 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 withrespect to occasion66% bought merchandise display on the window 78% felt its easy to shop due to the visual merchandising of the storeOverall it was a satisfactory response for the visual merchandising at thePantaloons Store

FINDINGS

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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 aremore 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 onimpulse.

CONCLUSION

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At PANTALOON the factors influencing thefootfalls of the customer and providing customera 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

CONCLUSION