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PRESENTATION ON EFFECT

OF VISUAL MERCHANDISING
ON APPAREL ON
CONSUMER BUYING
BEHAVIOR

PRESENTED TO:- PROJECT GUIDE:


PROF. SAMVEG PATEL PROF. LITTY
PROF. DEBADITYA DENISH
MOHANTI PRESENTED BY:-
ATIK SEVANGIYA
(99)
PROJECT TITLE
EFFECT OF VISUAL MERCHANDISING ON
APPAREL ON CONSUMER BUYING BEHAVIOR
OBJECTIVE
To study the impact of visual merchandising on
the buying behavior of the consumers.
To study the impact of visual merchandising on
consumer attitude and consumer response in
terms of apparel segment.
To study the perception of consumer towards the
visual merchandising
[1]. COLLEGE STUDENTS APPAREL IMPULSE
BUYING BEHAVIORS IN
RELATION TO VISUAL MERCHANDISING
Author:- Jiyeon Kim
Year:- 2003
Objective:-
a) To find variables that influence shoppers impulse
buying urges and decisions and attempt to control
these influencing variables through strategic
marketing and merchandising activity.
b) To examine the relationship between college
students apparel impulse buying behaviors and
common external factors that trigger impulse buying.
c) To effects of four types of visual merchandising on
impulse buying behavior.
Research Design, Sample and Data
Primary data were use for the research.
The tool use for primary data is questioner.
Data were collected from a convenience student
(18 OR 18+) sample from core classes in Family
and Consumer Sciences at The University of
Georgia over a two-week period of time in spring
2003.
Sample size: 245
A total 238 of the 245 survey questionnaires
administered were complete for a 97.14% usable
response rate.
METHODOLOGY
Statistical Packages for Social Sciences
(SPSS) software is used for the data
analysis.
The Pearson correlation test will be
conducted to see the correlations between
college students impulse buying tendency
and each of four types of visual
merchandising practices.
Regression analysis will be conducted for
hypotheses testing to find out the
relationship between college students
impulse buying tendency (dependent
variable) and the four types of visual
CONCLUSION
It can be agreed that all four types of visual
merchandising (i.e., window display, in-store
form/mannequin display, floor merchandising,
and promotional signage) are significantly
interrelated and that relationship generates the
influences on consumers impulse buying
behavior.
The results proved that there were significant
relationships between college students impulse
buying behavior and in-store form/mannequin
display and promotional signage.
the window display and floor merchandising did
not appear to significantly lead to college
students impulse buying behavior.
[2].
VISUAL MERCHANDISING: IMPACT
ON CONSUMER BEHAVIOUR
Author:- Neha P. Mehta, L. J. Institute of
Management Studies, India
Pawan K. Chugan, Nirma University, India
Date:- 10/07/2012
Objective:-
1.To explore the dimensions of visual
merchandising.
2.To study the impact of visual merchandising on
consumer attitude and consumer response in
terms of apparel segment
3.To study the impact of visual merchandising on
the buying behavior of the consumers.
.
Research Design, Sample and
Data
The research design is exploratory in
nature.
In the exploratory study the visual
merchandiser of Future Group were
interviewed to understand and find the
dimensions of visual merchandising.
The sample size of the research was 100
but sixteen were outliers hence, the
revised sample size was 84.
The sampling technique was mall intercept
method, customer who walk out of the
store were surveyed with the help of
Methodology
Reliability test,
Factor analysis,
Correlation and Linear regression analysis were
use to get the findings.
Conclusion
Visual merchandising practices, serving as stimuli that
provoke a desire that ultimately motivates a consumer to
make an unplanned purchase decision upon entering the
store, significantly influence consumers impulse buying
behaviors.
Marketers must use this findings efficaciously to increase
sales of their store and innovate themselves in terms of
display. Since, window display has impact on impulse
purchase it will increase foot falls of the store, if the window
of the store is very attractive.
[3].
Visual Merchandising and
Customer Appeal
Author:- Azmiya Iqbal
Habiba Umer
Aisha Maqbool
Namrata Sunil
K. R Pillai*
Year:- May, 2011.
Country:- Bahrain
Objective:-
1. to find out how and to what extent outlets
incorporate visual merchandising, that appeals
to the customers and lead to a potential
purchase.
2. to investigate preferences of customers and
wanted to find out how they rank visual appeal
amongst other factors like brand name, offers and
discounts and accessibility.
3. to investigate what ambience creating factor was
most preferred.
Research Design, Sample and Data
The method used in this study is descriptive
research.
generally is survey method for collecting
information related to the demographic and
behavioral variables of the respondents.
The survey administered two sets of
questionnaires; one set for the visual
merchandisers(6 question) and other for the
customers(5 question).
The sampling technique used was a combination
The sample size for customers was chosen to be
100 questionnaires and that of visual
merchandisers that were targeted was 20.
Conclusion
Majority of customers respond to the lighting
more positively. They specially mentioned that
lighting helps to select correct products, reduce
the time wasted and feel relaxation during the
shopping tours.
It is observed that most people are lured into
buying the product looking at the shops
ambience and visual display.
mannequin industry has a huge role to play gives
an idea to the customer on how to wear a
particular item or product, and the visual
appearance attracts or stimulates the buyer to go
for the ultimate purchase.
[4]. THE IMPACT OF SELECTED VISUAL
MERCHANDISING TECHNIQUES
ON PATRONAGE INTENTIONS IN
SUPERMARKETS
Author:- Ridmi Gajanayake (University of Kelaniya )
Sashini Gajanayake (Staffordshire University)
H.A.K.N.S. Surangi (University of Kelaniya)
Year:- 2011
Region:- Sri lanka (di-colombo)
Objective:-
1. To identify the most important visual merchandising
techniques that would influence patronage intentions
in supermarkets within the Colombo city limits.
2. To identify the widely used visual merchandizing
techniques by different supermarket chains in
operating in the Colombo city limits.
Methodology
This study was based on secondary and primary data.
Secondary data will be gathered from previously done
research articles, books and the Internet.
Primary data were collected through the means of
questionnaires and interviews.
The research is based on deductive approach where the
existing theories and concepts will be used in order to
develop hypotheses and test them through a systematic
methodology.
A simple random sampling method were used.
Primary data was collected through the survey and semi-
structured questionnaire was used to collect the data.
The study will considered a sample of 307 supermarket
shoppers from five different supermarkets located within
Colombo City limits.
regression and ANOVA analysis were used analyze data and
to test the hypotheses.
Conclusion
Patronage intentions have no relationship with
store layout of supermarkets within the Colombo
city limits.
Remaining all the things related to visual
merchandising is important within the colombo
city limits.
The research is a success achieving all intended
objectives and it can be concluded that the
players within the supermarket industry can have
a competitive edge by developing an appropriate
visual merchandising strategy.
[5]. In what ways does JD portray
their sportswear as
fashion through their Visual
Merchandising?
Created by:- Amy Flitcroft
Objective:- 1. to understand how JDs visual
merchandising distinguishes between its
fashion sportswear and its general
sportswear.
2. Ascertain how important visual
merchandising is for the company and why
it is important for them to get it right in
order to sell their products.
3. Identify how the company plans each
department layout and how they come up
4. Understand how JD has changed over the past 10
years and how they keep in touch with trends.
Methodology
an interview with the main store manager and the
floor manager/ merchandiser of my JD store about
how their sportswear is portrayed as fashion
through their visual merchandising.
Secondary data:-research books, one written by
Judith Bell Doing your research project and one
written by Bill Gillham Research interviewing
conclusion
visual merchandising is one of the
most important things that the
company do as it helps them to
communicate well with their
consumers, which gains great
respect from them.