A Case from Central Mall of Ahmedabad A Case from Central Mall of Ahmedabad India India
GROUP 4
THE IMPACT OF THE IMPACT OF
VISUAL MERCHANDISINGVISUAL MERCHANDISING ON ON
IMPULSE BUYING BEHAVIOR IMPULSE BUYING BEHAVIOR OF CONSUMEROF CONSUMER
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
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.
• 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
• 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.
ConsumerConsumer BehaviorBehavior
MOTIVATION
PERSONALITY
LEARNING
MOTIVES
ATTITUDE
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
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
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.
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.’
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
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
Research Methodology• Research Design
Descriptive
• Data CollectionPrimary 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
Data Analysis Tools & Limitation Of Study
• SPSS – Statistical Packages for Social Science SPSS – 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
Analysis and Findings
• Visual Merchandising Practices Certainly Influence Consumer’s Impulse Visual 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
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
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
THANK YOU THANK YOU