Visual merchandising and customers buying behaviour

Consumers, depending on their geographic, demographic, psychographic and behavioural characteristics, will decide which attributes are important to them. Results clearly indicate that in general, stores that are brightly lit, with the lights cleverly blending with the interiors lead to higher customer comfort, and as such, more sales.

In fact, consumers remember the most about a display when their arousal is subtle. Nowadays, visual merchandising became one of the major tool of business promotion which is widely used to attract customers and increase sales. Select the theme of the store according to the season.

International Journal of Marketing and Technology http: Select the theme of the store according to the season.

History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.

But every metric boils down to how many items the customer has bought and how many times do they come back to buy. The overall goal of the window display for the retailer is to persuade the customer into the store and motivate purchasing.

Foul smell irritates the consumers and he would walk out of the store in no time. Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more Visual merchandising and customers buying behaviour.

The implication for marketers is that relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels.

Disruptive technologies such as the advent of wireless free communications devices can trigger a need for plethora of products such as a new mouse or printer.

A white theme would look out of place during the season of love. These are typically expensive purchases, or purchases with high social visibility e. The dummies should not act as an obstacle and should never be kept at the entrance of the store.

The in-store erchandising strategy includes how the products are displayed, which complementary products they are displayed with and where in the store they are displayed.

For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home. It allows retailers to display a larger volume of merchandise in a smaller space.

Hence it allows merchants to better target the shopping experience to the individual consumer and convert more browsing to buying. Market segmentationespecially demographic segmentation based on socioeconomic status SES index and household life-cycle, also became fashionable.

Relationship between Visual Merchandising and Impulse Buying: Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time e.

The mannequins will commonly be styled to match trends as well display the latest products available. As a field of study, consumer behaviour is an applied social science.

Comprehensive Coverage Promoting a product in multiple venues is a key element in sales success.

The dummies should not act as an obstacle and should never be kept at the entrance of the store. The paint colour can actually set the mood of the customers.

This dissimilarity between real and desired could play a role in invoking impulse. Their arousal also becomes too high, resulting in comparatively little retained information.

The window design technique is a way of communicating with customers, which uses a combination of lighting, colours, props, text, and graphic design to display goods, attract the attention of the customer, and sustain a brand image. Such brands will typically be excluded from further evaluation as purchase options.

This conveys a message to retailers that visual merchandising by virtue of its pervasive creativity acts as a silent salesman and they can increase the walk-ins in their stores by focusing on the art of visual merchandising. For example, neon lights are rarely used in stores for they quite literally present the product in bad light.

Visual Merchandising helps the customers to easily find out what they are looking for. impact of lighting as a visual merchandising tool on consumer’s purchase behaviour The importance of visual merchandising cannot be ignored in this era where many purchase decisions are influenced by displays and presentations in store.

The Diploma in Visual Merchandising program will also focus on consumer behaviour and how one can maximize profitability through visual display by creating a unique buying experience for the customers.

Different fixtures and their appropriate use in Visual Merchandising, Windows display and visual presentation.

Label Next • Deploying a custom retail display with correct positioning you can influence consumers' buying behaviour These types of flexible platform create stunning visual display.

8. Slatboard is available in many. [25] Hawkins et al, “Consumer Behaviour: customers, the companies have to come up with various business strategies. To plan a successful Programs, Store atmospherics/Visual merchandising and advertisements.

Most of these schemes have been successful only for a limited period of time. There is always a threat of competitor. In doing this, the research is focused on the potential psychological and behaviour outcomes that result from customer interaction with visual merchandising, rather than directly trying to establish what constitutes best practice per se or manipulating visual merchandising techniques themselves.

To find out the affect of visual merchandising on buying behavior of customers. To determine the important factors of visual merchandising influencing customers’ buying behavior and in .

Visual merchandising and customers buying behaviour