THE IMPACT OF VISUAL MERCHANDISING ON IMPULSE BUYING BEHAVIOR OF CONSUMER A Case from Central Mall of Ahmedabad India

1. A Case from Central Mall of AhmedabadA Case from Central Mall of Ahmedabad
IndiaIndia
GROUP 4
THE IMPACT OFTHE IMPACT OF
VISUAL MERCHANDISINGVISUAL MERCHANDISING
ONON
IMPULSE BUYING BEHAVIORIMPULSE BUYING BEHAVIOR
OF CONSUMEROF CONSUMER

2. INTRODUCTION
 India As The ‘Second Most Attractive Retail Destination’ Globally Among
Thirty Emergent Markets
 Retail Industry Contributes 10% Of The GDP And 8% Of The Employment
 In November 2011, Government Of India Announced Reforms In Retail
Sector For Both Multi-brand Stores And Single-brand Stores

3. CONTD.
 Foreign Retail Chains Entering India Will Aggravate The Competition To
Different Level
 India’s Organized Retail Had A 31% Share In Clothing And Apparel In 2011
 Visual Merchandising Is The Only Effective Way Of Differentiating In Apparel
Industry.

4. • Visual Merchandising is the activity of promoting the sale of goods,
especially by their presentation in retail outlets.
• Visual Merchandising is the art of displaying merchandise in a manner
that is appealing to the eyes of the customer.
• Types of Visual Merchandising
• Window display
• In-store form/mannequin display
• Floor merchandising and
• Promotional signage

6. • Consumer Behavior Refers To The Behavior That Consumer Display In
Searching That They Expect Will Satisfy Their Needs.
• Consumer Behavior Is The Study Of How Individuals Make Decisions To
Spend Their Available Resources Like Time.
• Consumer Buying Behavior Is The Customer Playing The Three Distinct
Roles Of User, Payer And Buyer.
• The Common Assumption Is That A Consumer Is A Person Who Identifies
A Need Or Desire.

7. ConsumerConsumer BehaviorBehavior
MOTIVATION
PERSONALITY
LEARNING
MOTIVES
ATTITUDE

8. Impulse Buying Behaviour
• Impulse Buying Behaviour Is The Purchase That Is Made Without Much
Thinking. It Is Spontaneous, Intense, Exciting Urge To Buy
• Study On Impulse Buying Behaviour Suggest That It More Complex And
This Behaviour Is To Satisfy Multiple Needs That Underlie Many Types Of
Buying Behaviour

9. IB Is Due To Internal Or External Stimuli
• Internal Cues Include Customer’s State Of Mind, Positive And Negative
Feeling.
• Environmental/Sensory Stimuli - Atmospheric Cues In Retail Settings,
Display Cues, Marketer-controlled Cues And Marketing Mix Stimuli

10. About research
• The Survey Was Conducted In Central Mall Of Ahmedabad For Four Days
• Sample Size Was 84.
• Sampling Technique - Mall Intercept Method, Customer Who Walk Out Of
The Store Were Surveyed With The Help Of Structured Questionnaire.
• Sampling Procedure - Purposive Sampling.
• Visual Display, Window Display, In-store Form/Mannequin Display, Floor
Merchandising And Promotional Signage, Are Very Important Dimension
To Be Studied In Visual Merchandising.

11. Brand:Brand: Central Mall Central Mall
• Owned By: Future Group
• Design: Idiom Design & Consulting
• Design Brief: ‘Central Is Designed As A Playful Public Space, Where People
Congregate, In The Heart Of The Town. The Logo Is Based On A Simple Game
— Rolling Ball Maze Game — That Every Human Being Knows.
• The Beads Are People, Heading For The Centre Of Town And Playfully
Enjoying Themselves.
• Red Is A Simple Public Color. The Typography Is Based On Jigsaw Font. It
Looks Modern And Timeless.
• The Font Is Stencilized To Make It Look Fresh And Public.’

12. Objectives
• To Measure The Effectiveness Of Store Display.
• To Understand The Effects Of Four Types Of Visual Merchandising.
• The Types Of Visual Merchandising Used As Predictors.
• To Know The Apparel Impulse Buying Behaviors.
• To Know Common External Factors That Triggers Impulse Buying

13. Research Hypothesis
• H1. Consumer Who Purchase On Impulse Are Influenced By Window
Display
• H2. Consumer Who Purchase On Impulse Are Influenced By In-store
Form/Mannequin
• H3. Consumer Who Purchase On Impulse Are Influenced By Floor
Merchandising
• H4. Consumer Who Purchase On Impulse Are Influenced By Promotional
Signage

14. Research Methodology
• Research Design
Descriptive
• Data Collection
Primary Data
Secondary Data
•Questionnaire Section
Section 1 - Impulse Buying
Section 2 - Influence of Window display
Section 3 - Influence of In-store form/mannequin
Section 4 - Influence of Floor merchandising
Section 5 - Influence of Promotional signage

15. DataAnalysisTools& Limitation Of
Study
• SPSS – Statistical Packages for Social ScienceSPSS – Statistical Packages for Social Science
Descriptive AnalysisDescriptive Analysis
–LimitationLimitation
Geographically LimitedGeographically Limited
Participants were limitedParticipants were limited
The instrument was limited to a quantitative methodThe instrument was limited to a quantitative method
Participants had time constraintsParticipants had time constraints

16. Analysisand Findings

17. • Visual Merchandising Practices Certainly Influence Consumer’s ImpulseVisual Merchandising Practices Certainly Influence Consumer’s Impulse
BuyingBuying
• Window Display Helps In Store ChoiceWindow Display Helps In Store Choice
• Capture The Customer’s InterestCapture The Customer’s Interest
• Entice Customers To Enter The StoreEntice Customers To Enter The Store
• Visually Create SalesVisually Create Sales
• Urge Customers To Make PurchasesUrge Customers To Make Purchases
• Promote The Store ImagePromote The Store Image
• Attract Attention To MerchandiseAttract Attention To Merchandise
• Educate Customers About MerchandiseEducate Customers About Merchandise

18. Learning & Memory
• VM raises the involvement of customers inside a store. Good lightning,
appropriate music at an appropriate volume and nice in-store display
provoke customers into spending more time inside the store. The more time
they spent translate into more opportunities to make impulse purchases.
– 78% remember the store name which they like
– 78% remember the name of the store where the window display attracted them the most
– 63% for lighting
– 59% for store interior
– 44% for store display
– 63% for music
– 75% of people are regular visitors to specific stores

20. Recommendation/SuggestionRecommendation/Suggestion
• Take It OutsideTake It Outside
• Identify EverythingIdentify Everything
• Embrace All The SensesEmbrace All The Senses
• Show Them how It Will look at homeShow Them how It Will look at home
• Use the SpotlightUse the Spotlight
• Change Your Displays OftenChange Your Displays Often
• Don't Be Afraid of ColorDon't Be Afraid of Color

21. THANK YOUTHANK YOU
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