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