Visual Merchandising

Authors: Dr. S. Harish Babu, Manikee Madhuri Sharma


Virtual merchandizing is the art of creating visual exhibitions and arranging merchandize assortments within a shop to improve the layout and presentation and to increase development, sales and profitability. Visual Merchandising assists to appeal the customers, towards the brandished goods and furthermore improves the buying know-how for clientele by sending the right note about the merchandize and presenting it in a unique kind. Passion for conceive and creativity are absolutely vital to be a good visual merchandiser. Consumer behaviour today is becoming a very complex structure for all the marketers to understand. It is a crucial element to be tapped by organizations as because consumer behaviour is now-adays very difficult to be influenced by factors like reference groups, opinion leaders etc. However, a variety of factors work together hand-in-hand to have an impact in consumer behaviour. Factors like visual communication, store design; store planning, visual merchandising, merchandising promotions etc play a key role in consumer buying decisions. The study was undertaken in Bangalore to work out the important components of visual merchandising which leverage consumer’s buying behaviour and in-store advancement activities. Questionnaires regarding visual merchandising were filled by the customers travelling to the retail shops present at different locations in Bangalore. Diverse visual merchandising methods like graphics and signage, fixtures, props, lighting and space administration were considered and study there influence on the buying of the customers. The study furthermore endeavoured to interpret the relationship between impulse buying and visual merchandising. Through study we will be adept to see that if visual merchandising can appeal more customers, increase the traffic in the shop, which finally would, raises the sales numbers.

Keywords : Buying Behaviour, Customers, Decision making, Impulse buying, Visual Merchandising. Introduction.