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In shop displays and In shop displays and their effects on their effects on impulse buying impulse buying

Raghavendra KuntheRaghavendra KuntheSandeep Kumar MishraSandeep Kumar MishraSiddhalingesh S KoriSiddhalingesh S KoriSwathi RaghuSwathi RaghuVinayak Vinayak Shilpa.M.SShilpa.M.S 2

Team-11

What is “In shop displays” ?What is “In shop displays” ?

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What is Impulse buying ?What is Impulse buying ?

o Unplanned, Spontaneous & Intense urge Unplanned, Spontaneous & Intense urge to buy.o Distinguished by the relative speed with which

buying “decisionsdecisions” occur. o Occurs when a consumer experiences a suddensudden,

often powerfulpowerful and persistent urge persistent urge to buy something immediately.

o It may stimulate emotional conflictemotional conflict. o Irrational purchase is because of: fun, fantasy and : fun, fantasy and

social social pleasure.o Consumer often regretregret their purchase after

purchasing.4

Factors affecting impulsive buyingFactors affecting impulsive buying• Internal factorsInternal factors– Mood of the individual, positive mood triggers

impulsive buying.– Impulsive buying is more a need than a want.– Potential entertainment and emotional worth of

shopping.• External factors External factors – Windows display– Visual merchandising– In-store form display– Promotional messages– Word of mouth information– E-commerce 5

Impact of impulsive buying on the Impact of impulsive buying on the consumerconsumer

Disturbs the overall financial budget. Often gives product dissatisfaction and less

alternatives are considered. People often have post purchase regret. Irrational decision making, being more

emotional.

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Why and When people buy Why and When people buy impulsively?impulsively?

Some say that it acts as a stress reliever.Perceive it as the best buy of that time/day.Consumers have extra money in their budget.

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Types of Impulsive buyingTypes of Impulsive buyingPure impulsive purchaseReminder impulsive purchaseSuggestive impulsive purchase

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How are connections with products How are connections with products formed?formed?

Physical connectionTemporal connectionSocial connection

Major Manipulators Major Manipulators Sweet Fragrance of Retail storesBackground MusicColor Cues

“Research shows that when people touch things they’re more likely to buy them “

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Display TypesDisplay TypesOne Item DisplayLine of Goods DisplayRelated Merchandise DisplayVariety Display

Display SettingsDisplay SettingsRealisticEnvironmentalSemi realisticFantasyAbstract 10

Window Window DisplaysDisplays

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Store Design, Layout, Visual Store Design, Layout, Visual MerchandisingMerchandising

Store as a “good story” – a Beginning, Middle, EndBeginning, Middle, End EntranceEntrance sets up the story – creates

expectations, contains promises, hints, teases. InsideInside the store is the middle of the story

Should start slow (uncluttered) to allow consumers to orient themselves.

Should lead customers on a journey of discovery, using layout, lighting, visuals, other atmospherics.

CheckoutCheckout area is the store’s climactic ending.

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Checkout (Conclusion)Checkout (Conclusion)

In shop displays and their effects

Impulse buying

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