A Study on Advertising and Visual Merchandising of Branded/Organised Apparel Retail Stores

INTRODUCTIONAPPAREL RETAIL INDUSTRYThe Indian Apparel Industry has an overwhelming presence in the economic life of the country. It is one of the earliest industries to come into existence in the country. The sector has a unique position as a self-reliant industry, from the production of raw materials to the delivery of end products, with considerable value-addition at every stage of processing Apart from providing one of the basic necessities of life, the apparel industry also plays a pivotal role through its contribution to industrial output, employment generation, and the export earnings of the country. Currently, it contributes about 14 percent to industrial production, 4 percent to the GDP, and 17 percent to the countrys export earnings. It provides direct employment to over 35 million peopleADVERTISINGIndian fashion retail industry is transforming rapidly, due to growing organized retail, increasing purchasing power and the new-found look good-feel good concept in the youth. This article explores the scope of branded apparels beyond metros by analyzing consumer behaviour in the suitable target segment and developing market insights. It maps consumer expectations with key success factors for the industry and recommends suitable entry strategies for leading players considering their individual strengths and weaknesses.The Indian apparel industry in retail is growing rapidly, with an increasing focus on private labels (PLBs). Recently, in a sharp contrast to earlier periods, consumers have started considering purchase of PLBs as smart shopping. Considering these aspects, this article aims to analyze the association of PLBs with customers and retailers so as to gauge customer loyalty, consumer preferences, shopping behaviour and also to understand the marketing strategies and objectives of PLB retailers. It provides an insight into the positioning of brands and PLBs in the minds of consumers and recommends suitable strategies to enhance the market share of private labels.Premiummenswearhas seen both domestic and international brands spend on mainstream advertising. But before releasing a campaign on TV or going after 'likes' on their Facebook pages, it would do well for brands to understand how Indian men interact with the mid to premium brandedapparelcategory. A study done by Nielsen, the leading global provider of information and insights, says that just one in four shoppers decide on the brand before purchasing, bringing into question the efficacy of advertising.Within the management process of the marketing area, it highlights the element of advertising, which in short is intended to promote the brand. The expected results:-

Obtaining acceptance and consumer preference, and their presence in the mind of this advertising serves to promote the product and the organization. Directly stimulate the demand for consumption. Make more effective sales personnel. Promote the various ways to use the product. Remind and reinforce the brand image in the minds of consumers and reduce demand fluctuations.

There are various means of dissemination of advertisements, each with its peculiarities, advantages and disadvantages. In fashions industry, The major media types are: Television. Outdoors. Magazines. Internet Newspapers

The television advertising, in general, demand more investment, but in the fashion industry is not always a good alternative, since the sector is composed of niches and that channel is directed to the general mass of consumers. This media type is most commonly used for the creation and development of brand image. The outdoors, which is a media-related advertising in the external environment as taxis, outdoors, and other ways to explore the urban setting, can be highly utilized to attract consumers to the stores, being a channel with much lower investment compared to mass media. The big disadvantage is the simplicity of outdoor advertising piece that can not contain a lot of information, so that consumers do not lose attention. In the fashion market, the media type is considered as a very effective piece of advertising in magazines, because the possibility of targeting, which makes your marketing dollars more effectively.

ADVERTISING: MESSAGE AND MEDIAThe structure of the message matches the "way it is made to achieve the best effect on the receiver". It set the starting amount of information and the repetition of such information. The information must not be excessive due to the difficulty that the receiver has to process large amounts of information. Repetition allows the receiver to assimilate the elements of the message, but when individuals are already familiar with the message repetition causes fatigue, boredom and disgust. One of the most effective ways to convey the message of advertising is through the image.This has a big influence on the process of brand building; it is the brand that translates into a concept, bringing the brand to life. Celebrities are much in demand in this segment, to compose their campaigns with the intention to endorse the brand. So the brand receives meanings that relate to the celebrity, your lifestyle.

The content strategies used in the messages into three groups: (a) Cognitive - convey information in a rational manner, with a focus on product sales. (b) Affective - evoke feelings and emotions that consumers relate to products, services or image of the company. (c) conative - are designed to directly influence consumer buying behaviour

This strategy seeks to induce action and promotional support. The message and the medium in which they are transmitted keep a relationship together, after each message has its most appropriate means for serving. Messages have effectively only when consumers understand the information on this. Thus, the purpose of the communicator is to get consumers to encode the information and, to that end, let's do it as simply and quickly as possible. The selection process consists of selecting media vehicles to send your message to your target market. To select the media should be analyzed: reach and frequency, continuity, geographical averaging or markets, budget constraints and availability, market and audience, gross rating points, duration of the campaign, integration with other areas of the communications mix and flexibility. It is emphasized that the point of sale can be used as media, in other words, as a communication platform for the brand.

POINT OF SALE AS A COMMUNICATION TOOL

The retail point of sale functions as a tool of brand communication. Thus, their design can help support both the brand image and influence in a successful strategy for retail. The main objective of the design of the store has to be the best show advantages of the products, so each store tends to be different according to the products it sells and the category in which they fall. In the fashion market, where the specifics of the product are based on logical discontinuity, seasonality and ongoing renewal and supply trends, merchandising, technical product promotion at the point of sale, quickly assumes a stale, the which creates the need to be reinvented, renewed frequently to create an ideal atmosphere at the point of sale is necessary to integrate various resources, such as lighting, floors, displays, showcases, music, odours and brand. The store environment, expression of the brand identity is the result of alchemy between decoration, colour, material, light, music and odours. In this environment the products will be presented in a manner directly related to the needs, preferences, aspirations, lifestyle and attitudes towards fashion or consumer target. According to its qualities, the mode of presentation of the products the customer will visit a succession of discoveries attractive and rich emotions or a search confusing and frustrating.

SHOP WINDOWS The first impression of the selling point is caused by the front entrance of the store and by this, emphasizes its importance as they are instrumental in motivating the entry or not the consumer in the store. The author believes that glass windows, allowing visualization of the store, can serve as a good advertisement. The brand name and logo are factors that complement the design of the store and facilitate the identification of the concept of brand stand out especially at stores that are not located in malls. The individual, who travels through the mall or the shopping streets, stops on average two to seven minutes in front of a shop window.

So it must comply with certain principles aimed at testing their visibility clearly: Obviously be noticeable quickly readable only submit one idea at a time. Only one message. Hold the attention of the passerby to urge him to enter the boutique be proportional to the product size. To prevent the consumer is not lost.States that the consumer must submit to showcase the products protected by an aura of desire and indispensable necessity must be organized so as to make the consumer dream through her. Each element that makes up the showcase is important because it establishes a relationship with the whole. Therefore, it is essential to define the theme of the showcase, the central idea, in order to establish a common point between the elements arranged, FLOORS, WALLS, LIGHT AND ENVIRONMENTSThe importance that should be given to the material used on the floors of the store. In addition to communicate same style, it should always ask whether the traffic is suitable. The walls of the shops have two important components to the study of communication point of sale, colours and furniture. Regarding the colours, currently the most used in the boutiques are white, beige and gray. There are other components that can complement the design of the outlet. it can be effective in perpendicular to the attention of pedestrians. The plants, and discusses their importance for creating ambiences. The lighting conditions the value of the offer, and also provides comfort to the customer purchase. HEARING AND SMELL, SENSES THAT HELP A STORE ENVIRONMENTALIZATION The conventional practices of visual merchandising are no longer sufficient today, it is necessary to provide experiences to consumers beyond the purchase. These can be caused through music, smell or even taste. Brands increasingly adopt more often a procedure that consists evoke synaesthesia, in other words, the combination of a maximum of experiences sensory consumer exploiting the senses of smell and hearing. It is believed that the music mark may provide a palette references to the consumer. Music provokes an emotion on every client that is his and that may influence their behaviour so unpredictable. The trend is the brand to create your own musical environment, in other words, instead of connecting to a radio station either, besides the fact that convey a musical style incompatible with the brand proposition, often allowing the disclosure of competitive products within store; today, brands are developing their own musical sets. The scents also help the ambiance of the stores, they refer to each individual to their history and their memories, is deeply related with the personal emotions.

PRINT MEDIAAny advertising categories increased print ad pages in 2013, helping to slow the decline in magazine ad pages that weve seen in recent years. The Medical/Pharmaceutical, Home Furnishings, Technology, and Beverages categories all increased ad pages from 2012.Perhaps most significantly, Apparel & Accessories brands, the largest advertising category in consumer magazines, increased ad pages in 2013. Ad pages in the category rose by 1.2% to 18,886 total pages January-December, as measured among 161 consumer magazines. During this period, 514 Apparel & Accessories brands increased ad pages versus 2012, and there were 592 brands that did not place ad pages in these consumer titles in 2012.Apparel & Accessories ad pages were boosted by increased advertising from several of the largest Apparel & Accessories categories, including Designer Fashion (+5.6%), Watches (+3.5%), and Footwear (+2.9%). These categories offset the ad page declines from Jewellery and Bridal brands.Ralph Laurenwas the most active Apparel & Accessories advertiser in 2013, with 287.8 ad pages up slightly from 281.3 pages in 2012.Calvin KleinandChanelfollowed, with 278 and 259 pages, respectively.Vogueachieved the highest share of Apparel & Accessories ad pages in 2013 with 1,332 pages, followed byBrides(1,220.5 pages) andHarpers Bazaar(1,162 pages). Among other womens fashion and bridal magazines,GQis the only mens publication in the top 10, with 621.5 pages from Apparel & Accessories brands.

Hence, we note the importance of using point of sale and media by means of a process integrated with other media. Highlighting elements that compose this environment, such as lighting, flooring, walls, perfumes,

Used clothing stores purchase used clothing in good condition directly from consumers, then resell the clothes at a fraction of their original retail price after cleaning them up. Used clothing stores are recession-proof businesses with a low cost of inventory and a steady stream of suppliers willing to negotiate on prices. Local advertising techniques can be effective for brick-and-mortar used clothing retailers, helping them to gain a steady foothold in the local market and spread the word about their store.Youth Culture PublicationsUsed clothing stores are trendy among young people who want a range of fashion options but who do not necessarily have the money to buy new designer styles. This same demographic may read local music-centred magazines, events listing publications and college campus publications, for example. Target any publications that cater to trendy youth with your print ads.Local SponsorshipsSponsor local concerts, fashion shows, art shows and other community events to gain exposure to the right audience. Ask event planners to include your company name on their marketing materials, promote your shop publicly at the event or allow you to come and hand out flyers or coupons for your shop. Again, focus on events that younger adults and teens are likely to attend.PartnershipsFind local art galleries, music stores and other community-focused stores to form advertising partnerships. Agree to give each other references to your own customers, for example, or to display a poster advertisement for each others' business on your premises.Consider creating a multi-business promotion to boost traffic to both stores. You may offer someone who spends $50 at your store a gift certificate to a local shoe store, for example, while they do the same for you.Fashion ShowsHire models to walk in local fashion shows on your behalf. Dress the models in all used clothing from your store; advertise your store as you describe the ensemble, and include the total cost of the outfit in your description. This can excite local fashion enthusiasts about the idea of creating stunning outfits at a fraction of the usual cost. Take the opportunity to hand out flyers or other promotional materials for your store at the event, as well.StorefrontOpen a storefront in a high-traffic area and display large signage advertising the fact that you buy and sell used clothing. This can drum up steady business over time, as passersby note your location in their minds, talk about your shop with others and eventually come in to shop or to make a little money.

VISUAL MERCHANDISINGVisual merchandising must not be seen as a once off thematic or sales activity. It is rather an ongoing process to ensure that visual merchandising is effective and useful. It is therefore important to consider how consumers and potential consumers react and respond to different visual merchandising elements, and to establish what they see as important factors in the merchandising process.Visual merchandising is not an isolated and once off phenomenon but rather forms a significant component of retailing. Besides the window displays, which are designed with the purpose to attract walking by consumers and encourage walk-ins, there is also in-store decoration that is designed to enhance the customer's comfort and convenience while shopping. The overall aim is to enhance the consumers overall shopping experience.When diving into the world of retail either througha pop-up shopor ownboutique retail store, one of the key sales metrics we are going to want to focus on is "sales per square footage," which is the average revenue a retail business generates for every square foot of sales space.Essentially, "retail space" has to be most productive and most efficient salesperson, and how to optimize your sales space for maximum revenue is to employ the art and science of visual merchandising.The discipline requires a sense of aesthetic, but it's also a science, which means that it's a tried and true method that has been studied with results to show for it, results that can replicate and recreate for own store.However, it's also important to recognize that the field of visual merchandising encompasses a lot of distinctive retail design topics and covers everything fromcreating the window displaya prospective customer first sees, tothe signagethat is put up and thelayout which is decided onto direct the traffic and a whole lot more.Visual merchandising is creating effective merchandising displays in the store that not only catch your target customer's attention, but gets them to make a purchase as well.This study explored consumers' perceptions towards visual merchandising displays and to determine which aspects of visual merchandising displays are the most important to consumers. The primary research question posed by the literature was to determine which aspects of visual merchandising displays are relevant and important to consumers. The findings showed that a prominent visual stimulant and important aspect of visual merchandising displays was colour, which creates visual attraction and stimulation. Other important aspects of visual merchandising that were identified were the positioning of displays and the use of space, lighting as well as the neatness of displays. A further important aspect that was noted was that visual merchandising displays should provide information about the products sold in store. It became clear from the findings that visual merchandising displays have a functional role to play in apparel marketing.Visual merchandising displaysVisual merchandising displays form part of visual merchandising, and it is imperative that the concept of visual merchandising is explained and understood first before visual merchandising displays are discussed. Visual merchandising can be defined as the activity that matches effective merchandise assortment with effective merchandise display. Visual merchandising can in simple terms be seen as the way in which retailers display their products in store in order to attract consumers and to enhance their propensity to purchase the items as displayed. Visual merchandising is therefore all about displaying the right merchandise and in so doing use the available retail space effectively and efficiently in order to increase sales.Visual merchandising display is one of the elements of visual merchandising and can be regarded as visual features that create attention or pleasure in a store. These displays are also known as feature areas. In simple terms, the displays that are used in apparel stores are predominantly used to decorate and beautify a store by adding additional fixtures, props, posters, materials, colours, frills and objects to a store.Apparel retail stores frequently use visual merchandising displays to illustrate a matter that is regularly associated with holidays, special days like Valentine's Day and St. Patrick's Day, women's month, mothers' and fathers' day, Easter, Christmas, seasonal changes, and major events such as the World Olympics. Therefore, depending on the event selected an apparel retailer's displays can be in a continuous flux of change.In today's retailing environment visual merchandising forms a central part of the retailers marketing strategy. Besides the window displays, which are clearly designed with the purpose to attract walking by consumers and encourage walk-ins, there are also in-store decorations that are designed to enhance the customer's comfort and convenience while shopping, and overall to offer the consumer a better shopping experience.It can be really easy to focus on just creating visually stimulating displays and forget about the other four senses, but the secret to creating an engaging and immersive experience is to create a multi-sensory experience or what's known in the industry as"sensory branding.": Sight:There are endless arrays of visual cues you can play around with to communicate your message. From usingcolors for their psychological triggers, to leveraging lighting, symmetry, balance, contrast, and focus to direct and control where a customer looks and for how long, it's one of the most fascinating components of merchandising.

Sound:The music you play in your store has such a profound yet subtle effect on how your customers behave in store. Depending on who you're trying to target and bring in, you can slow people down by playing more mellow music and causing them to browse, or playing Top 40 to communicate that you want teenagers in your store and so on.

Touch:This one's probably the easiest to get right in that you need to simply remember to put your best foot forward and give customers the ability to touch, feel, and try out whatever it is you're looking to sell.

Smell:Believe it or not, there's an entire science to what's referred to as"scent marketing,"with several studies and real-world case studies of global brands like Samsung, Sony, and Verizon applying it to their advantage. The reason being that smell is considered to be a fast track to the system in your brain that controls both emotion and memory, two very prominent factors behind why we choose one brand over another.

Taste:This can work magic if you happen to be in the business of selling consumables, giving people the ability to taste and sample before they buy is the equivalent of letting people try on clothes, a general and effective best practice.

Visual Merchandising Displays

Retailers want their stores to attract consumers by assisting them to find the merchandise they desire and to motivate them to make planned, unplanned and impulse purchases, and to ultimately provide them with enjoyable shopping experiences .If the visual merchandising displays do not have this desired effect on consumers, the question whether it has any value for retailers to spend time and money on these visual displays arises

A question that apparel retailers often ask is whether the visual merchandising displays used in stores are beneficial for their customers. Successful visual merchandising displays have an effect on consumer emotion; consumers sometimes purchase products unconsciously depending on their current mood. Therefore, consumers might visit a retailer to enjoy a mood-changing experience, something that will make them feel good. Apparel retailers can therefore take advantage of this human emotion to increase their sales by merely enhancing the store environment.

Visual merchandising display is the presentation of merchandise at its finest. Display is the glamour, the spark, the stage, the oomph and sparkle that surrounds a store and makes the consumers stop, look, and buy what has been placed together with care and presented with skill. These displays are also known as feature areas.

Visual merchandising displays use creative techniques in order to save both the sales persons and the shoppers time by making shopping effortless. The visual merchandising display process is often referred to as the

silent sales person by providing the consumers with information through visual mediums, as well as by suggestive selling - suggestions to add items to a consumers original purchase This process is often referred to as the visual merchandising communication process. A great deal of communication between the retailer and the consumer takes place through the use of visual merchandising displays. The retailer communicates to the consumer by means of their store, the stores interior design, layout, atmospherics and merchandising displays,

SENDERMESSAGERECEIVER

The store, the interior design, layout, atmospherics,

RetailerCustomer

visual merchandising displays

Visual Merchandising Communication ProcessSource: Adapted from Bell, J. & Ternus, K (2006). Silent selling. 3rd ed., New York: Fairchild Publications, p. 21

Visual merchandising displays are frequently used to introduce new products or brand extensions to consumers, as well as to decorate a store. This is a planned and systematic approach to display the stock that is available in the store. Visual merchandising displays perform different functions in an apparel retail outlet, such as supporting sales, to support the retail strategies, to communicate with consumers and to assist in communicating the fashion retailers brand image

Displaying merchandise in windows was the first sign of visual merchandising displays, thus it was born to increase sales by first attracting shoppers through the power of window displays and then through in-store visual mechanising displays. These displays encouraged the consumers to remain in the store, purchase the product, and have a positive retail experience in order for them to return to the same store.

Retailers realise that the way in which they use visual merchandising displays has the power to create images of the products in the mind of consumers. Visual merchandising displays are now a significant tool for retailers in order to attract and entice consumers.

In todays fashion retailing business,Visual Merchandising plays an important role to bring shoppers inside the store and make them a purchase clothes. In this article author has showcased an overview of visual merchandising and built a relation in between visual merchandising and retailing.In this Research Project following things are discussed 1. The purpose of visual merchandising2. How visual merchandising helps retailers3. Visual merchandising placement process4. Components of Visual Merchandising5. Tips on visual merchandising6. Visual elements that compose the retail environment

Visual merchandising is also coined asthe Art of Retailing. Related o the world of apparel and fashion visual merchandising has great impact and utmost relation in retailing.

There is a saying -Give the customer a reason to buy.

Visual merchandising can be simply defined as the physical presentation of products. It is the coordination of all physical elements of a business to project the right image. Visual merchandising has increased tremendously in importance with the growth of self-service retailing. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase.

1. The purpose of visual merchandising To make merchandising desirable To make merchandise easy to locate in the store To introduce and explain new products To promote store image To cajole customers into the store To show merchandise assortment

2. Visual merchandising helps in Educating the customers about the product/service in an effective and creative way Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. Setting the company apart in an exclusive position Establishing linkage between fashion, product design and marketing by keeping the product in prime focus Combining the creative, technical and operational aspects of a product and the business Drawing attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.

3. Visual Merchandising Placement Process:Where the products are located and how retailers arrange it around the store can be placed based on shoppers buying behaviour. For their easy access and reach, the ultimate visual merchandising is liable. A proper visual merchandising can affect on consumer decision to make a buy from prompt to multiple. Prime Locations Eye level and hand level arrangement Customer Entrance Window Displays Store Layout Customer Space Store Interior Store Decorations Props

4. Components of Visual Merchandising Merchandise the focal point Right choice of colors is vital Display themes to appropriately support the product Display should complement the retailers other strategies Cleanliness Change the display settings in frequent intervals

5. Tips to visual merchandising:Basically visual merchandising is key element by that a company boosts up their profit margin. So what is visual merchandising? It is a possible or best way to attract customer to purchase a product that a retailer offer. Here are some tips to help you to success in visual merchandising. Whether:One of the most effective visual merchandising is by coming up with a theme that incorporate with the seasons. So if it is currently winter or holiday, then try to come up with some holiday and colourful theme for window display. If it is summer then it should be such kind of beach or related with the summer. Signs:You can make different signs around the stores that help to make customer attention. This is certainly helps to boost-up your sell, especially when you called a discount on the specific products. Windows displays:It is very important for the retailing, regardless whatever products you want to offer. This is the first place where a customer gives their concentration at a glance. You should give utmost importance to it. Lighting:Coming up with good lighting to the window display is very essential for success of your visual merchandising. The lighting helps your products displayed colour & season wise on your window. It is recommended that you give emphasis on those products that have good profit margin.

6. Visual elements that compose the retail environment:Elements play an important role to get overall effect to the retail environment. Four visual elements that compose the retail environment are shown in the following diagram.

Source: Adapted from Kardes, F. R., Cline, T. W. & Cronley, M. L. (2011).This study proceeds from a consumer response-centred approach to visual merchandising stimuli in an attempt to holistically consider this area of the retail industry. The study could benefit apparel retailers as the impact visual merchandising displays has on consumer behaviour was uncoveredReview of LiteratureVisual merchandisingis the activity sof promoting the sale of goods, especially by their presentation in retail outlets. This includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. Visual merchandising starts with the store building itself. The management then decides on the store design to reflect the products the store is going to sell and how to create a warm, friendly, and approachable atmosphere for its potential customers.Visual Merchandising, generally known as Silent selling is the presentation of the store and merchandise at its Best. Visual Merchandising is termed as the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. But it is little different from the real art, the main principle of visual merchandising is that it is intended to increase sales, which is not the case with a "real" art.Many elements can be used by visual merchandisers in creating displays, including colour, lighting, space, product information, sensory inputs such as smell, touch, and sound as well as technologies such as digital displays and interactive installations. The main principle of visual merchandising is that it is intended to increase sales. Visual merchandising is one of the final stages in trying to set out a store in a way that customers will find attractive and appealing and it should follow and reflect the principles that underpin the store's image. Kotler (1973) indicated that one of the most significant features of the total product is the place from where it is bought. In some cases, the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. In some cases, the atmosphere is the primary product. The paper emphasizes that visual merchandising is not practiced as consciously and skillfully as retailers now use price, advertising, personal selling, public relations and other tools of marketing.Mills, Paul and Moorman (1995) defined visual merchandising as the presentation of a store/brand and its merchandise to the customer through the teamwork of the stores advertising, display, special events, fashion coordination, and merchandising departments in order to sell the goods and services offered by the store/company.

Sales PromotionAccording to Shimp (2003), sales promotion refers to any incentive used by a manufacturer to induce the trade (wholesalers, retailers, or other channel members) and/or consumers to buy a brand and to encourage the sales force to aggressively sell it. Totten & Block (1994) stated that the term sales promotion refers to many kinds of selling incentives and techniques intended to produce immediate or short-term sales effects. According to Peattie and Peattie, (1994); Lehman and Winer (2002) and Walsh (2000), sales promotions can be loosely defined as special offers which essentially aim to stimulate demand during the period in which they are set. Blattberg and Neslin (1990) summarize the various definitions offered by several authors (Kotler, 1988; Webster, 1981; Davis, 1981), and develop the following definition of sales promotion: sales promotion is an action-focused marketing event whose purpose is to have a direct impact on the behaviour of the firms consumers.

Impact of Sales Promotion on Consumer buying behaviourBalaghar , Majidazar, and Niromand (2012) described Sales promotion as most effective tool after advertising. According to them, sales promotion increases sales volume. Blattberg, Eppen and Lieberman (1981) described that Sales promotion increases purchase acceleration in terms of quantity purchased. It also decreases timing between two purchases. Ailawadi and Neslin (1998) argued that Sales promotion induces purchase of more quantity of product than without sales promotion. Even, it also increases the quantity consumed by the customers. Sales promotion also leads to brand switching among consumers. However, some of the authors have reported that sales promotion does not have significant impact on consumer buying behavior. Manalel, Jose and Zacharias (2007) found that Consumers do not perceive sales promotion scheme favourably. According to Das and Kumar (2009), Retail sales promotion plays limited role on consumer buying behaviour.

Discount offer and consumer behaviourThere is a large body of research which is aimed at identifying impact of price promotion like discount on consumer buying behaviour. Fill (2002) stated that discount is the simplest technique to offer a direct reduction in the purchase price with the offer clearly labelled on the package or point of purchase display. Ndubisi (2005) reported that price discount play significant roles in influencing consumer product trial behaviour. Price Discount plays significant role in brand switching, purchase acceleration, stock piling, product trial and spending more in the store (Farrag, 2010). Also, Shi, Cheung, and Prendergast (2004) reports that Price discount induces purchase acceleration, spending more and stockpiling among customers. Osman , Fah, Foon (2011) described that Price discounts play significant roles in influencing consumers purchase trial behavior and increase short term sale. According to Mittal and Sethi (2011), Price discounts are found to be more effective in inducing stock piling, and purchase acceleration, moderate in brand switching, and new product trial in that order, but are not effective enough to induce people to spend more.

Price off Offer and consumer behaviourIt is a reduction in a brands regular price. According to Blair and London (1981), the major reason for marketers to use the price-off reductions is that this type of deal usually presents a readily apparent value to shoppers, especially when they have a reference price point for the brand, therefore they can recognize the value of the discount. According to Martinez-Ruiz et al (2006), temporary retail price reductions increase sales of the brand. Percy et al (2001) reported that consumers pay attention to price-off promotions.

Buy-one-Get-One- Free and Consumer BehaviourPromotion technique of buy-one-get-one-free is one of the types of bonus packs in which the consumers are offered the additional product at the ordinary price but are in an enhanced package. Consumer would be easily persuaded to buy products as there is no extra cost need and more valuable perceived by consumers (Sinha & Smith, 2000). Lee (1963) mentioned that factory bonus pack is used to increase consumer trial of the brand. Gardener and Trivedi (1998) wrote that bonus packs are offers by the manufacturer that add value to the product by offering additional product at the regular price. According to Percy et al (2001), bonus packs do create an immediate incentive to buy. Seibert (1996) reported that manufacturers like bonus pack because they increase brand trial, switching and stocking up. Ndubisi (2005) mentioned that Bonus pack is instrumental in increasing consumer trial of a brand, thus, the more of the product included at no extra cost, the greater the likelihood of consumers buying the product for trial. However, in other research by the same author it was found that Bonus pack is bit weaker in inducing product trial compared to other three types of sales promotion. Farrag (2010) stated that Buy- one-Get-one free has profound effect on stock piling and purchase acceleration but limited impact on brand switching, product trial and spending more. Shi, Cheung and Prendergast (2004) reported that buy-one-get-one-free offers are most effective in inducing stockpiling and purchase acceleration, less effective in inducing additional spending, and least effective in promoting product trial and brand switching. Ong et al. (1997) found that consumers appeared to be slightly sceptical of the bonus pack offer, but somewhat more trusting of the price and quantity claimed. The report speculated that this happens because consumers suspect that manufacturers do raise prices slightly in conjunction with bonus pack offerings. According to Mittal and Sethi (2011), Buy one and get one free offer was found to be particularly effective in inducing brand switching. Moderate effective in purchase acceleration and new product trial but were ineffective as a medium for stock piling and spending more.

Bhalla and Anurag (2009) defined Visual merchandising as the presentation of any merchandise at its best (1) color coordinated (synchronized colors); (2) accessorized (related products/ props); and (3) self-explanatory (descriptive/illustrative). It is one of the final stages in the process of setting up of a retail store which customers would then find attractive and appealing.Several studies on apparel retail sector and usage of promotions are reported in the context of developed markets. A brief overview is presented below:Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J, (2000) examined Prestige clothing shopping by consumers by a confirmatory assessment and refinement of the PRECON scale. Aspects studied include background on the symbolic aspects of consumption; prestige shopping behavior; reassessment and refinement of the PRECON scale and impact of income and age on prestige shopping. The paper concludes with managerial implications for the United States apparel retailers dealing in prestige clothing.Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun (2002) studied Buyerseller relationships for promotional support in the apparel sector which is critical for success. The purpose of the study was to define promotional support categories offered to apparel retailers by manufacturers, to identify the retailer's perceptions of the offering frequency and importance of the promotional support, and to investigate the relationship between offering frequency and perceptions of importance. Results indicated that monetary support was regarded as the most important promotional support.. A positive and significant correlation was found between items the buyers perceived as important and the frequency of offerings of these items.Liu, Yuping, (2007) found out the Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Using longitudinal data from a convenience store franchise, the study found out that consumers who were heavy buyers at the beginning of a loyalty program were most likely to claim their qualified rewards, but the program did not prompt them to change their purchase behavior. In contrast, consumers whose initial patronage levels were low or moderate gradually purchased more and became more loyal to the firm. For light buyers, the loyalty program broadened their relationship with the firm into other business areas. Thus there is a need to consider patronage to decide rewards for loyalty programmes.The boom in domestic apparel, nevertheless, tells only part of the story. India has huge potential as a market for foreign clothing, given its large population and growing household incomes. A few significant foreign players-such as Levi Strauss, Benetton and Lacoste-have been selling their branded apparel in India for a number of years. But now, just like their Indian counterparts, global apparel brands are setting up their own apparel outlets, instead of just selling through departmental stores. Ralph Lauren, for example, has a limited range exhibited in generic department stores located in metro cities. Yet it has now set up its own stand-alone stores, which showcase all the company's brands.Now, with the government's proposal to let in branded retail players- brands like Benetton and Lacoste currently sell mostly through the franchise route-investments in India's apparel sector are likely to go up substantially.

Gaynor Lea-Greenwood, (1998) in his paper "Visual merchandising: a neglected area in UK fashion marketing?" outlines recent research which demonstrates that the re-naming of display as visual merchandising has led to centralization and professionalism of the function. Centralization of visual merchandising has given the function a strategic profile which has to date been neglected within the literature. The move towards centralization and therefore increased professionalization and sophistication of the creative process is discussed and includes the following benefits outlined by the respondents: communicating a cohesive brand image; differentiating the offer from the competition; integrating promotional effort across the brand; Increasing availability of technology to facilitate the process. The paper concludes with future research avenues and recommendations.

Jerry Gelsomino in his article on Basic Tips for Better Visual Merchandising states that Great store presentation and product merchandising is like a good book. It's got an alluring cover to entice, an interesting first chapter to tell the reader they've made the right choice, and a satisfying conclusion to get the audience to want more. The tools used to achieve these attributes are based on creating the most satisfying experience for the shopper, turning browsers into buyers. Storefront Identity and First Impressions - the entrance reflects the personality of the store and gives a glimpse of the merchandise available inside. Design a distinctive store logo that communicates your mission. The way merchandise is displayed in show windows also has a lot to do with enticing the guests into the store. Whether you have a store in the mall or on the street, the customer has only a few seconds to view and be attracted by your displays.Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. This includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. It has become such an important element in retailing that a team effort involving the senior management, architects, merchandising managers, buyers, the visual merchandising director, designers and staff are needed. This information on VM also contains: History Plano-gram Window Display Merchandising etc.

Bill Gerba (19 October, 2006) In his article on Five visual merchandising tips for your in-store network the author explains Merchandising, as commonly used in marketing, means the promotion of merchandise sales, as by coordinating production and marketing and developing advertising, display, and sales strategies to increase retail sales. This includes disciplines in pricing and discounting, physical presentation of products and displays, and the decisions about which products should be presented to which customers at what time.Five tips: Don'tbother force-feeding your network name to consumers: Dopromote your host retailer's brand and core values: Dowork closely with the retailer's store marketing department Douse your displays to complement the retailer's other marketing strategies Domake your content valuable to shoppers

VISUAL MERCHANDISING - PRINCIPLES OF VISUAL MERCHANDISINGThere are 5 principles of VM:1. Clarity: The companys image The structure of store The offering Merchandise2. Authority: To display with authority is to show and tell the customer that the company believes in the merchandise that is being sold, this is attained by ensuring that the shop floor looks neat, clean, adequately stocked, well- coordinated.3. Discipline: Ensuring presentation norms are being followed for. e.g. Merchandise should not touch the floor; there is a minimum of 4ft of circulation space for each fixture.4. Diversity: The ability of merchandising various products in the same area, for e.g. coordinating top wear/ bottom wear/ accessories in focal point/ high point or on a wall and yet the display is harmonious.5. Flexibility: Mixing merchandise and having different display configurations. It is worth mentioning here about how some authors have specified about the problem of Visual clutter author such as Linda cahan in her article Five dedly display sins and Sharon Loeff in her article Clear the clutter talks about how the visual merchandisers needs to be careful while creating a display to avoid visual clutter.

This article on Retailing (2006) talks about the attitudinal shift of the Indian consumer in terms of "Choice Preference", "Value for Money" and the emergence of organised retail formats have transformed the face of Retailing in India. With a growth over 20 percent per annum over the last 5 years, organised retailing is projected to reach US$ 23 Billion by 2010.The Indian retail industry though predominantly fragmented through the owner -run " Mom and Pop outlets" has been witnessing the emergence of a few medium sized Indian Retail chains, namely Pantaloon Retail, RPG Retail, Shoppers Stop, Westside (Tata Group) and Lifestyle International.

Preeta H Vyas in his IIMA journal (2 November, 2007) on Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead, clearly explains that Indian organised retail industry is poised for growth. Apparel sector in particular has a great opportunity with alignment of Indian economy to globalised markets. With the widespread use of sales promotions- short term activities which provide material inducements to consumers and trade it becomes imperative for managers to understand such practices and understand challenges. This study investigates sales promotion activities of six apparel stores in Ahmedabad market and compares them on various dimensions. It presents major findings and provides insights on consumer behaviour. Ulla Harrison, Sebastien Retaillieux,, Laurence Hugon &Ellen Verburg in their article on Visual Merchandising: Seeing is Buying (2008), talks about the various modes of visual display in apparel sector, it also gives a basic idea regarding: Window Display Entrance of a store Props and its use Types of displaying the merchandise: By family By colour By Product group etc.

Zilka, Carlain their article on Dressing Down The Business Model; The apparel industry has been hard hit during the recession, and the industry's cost-cutting measures may be out of fashion(17 April, 2009), they state in detail the condition of the apparel sector and the exhausted strategies of cost cutting measures used by them and suggests new measures as well. This article answers the question as to how can companies truly understand their organization's "health," especially when visible symptoms may or may not be obvious.

Global Luxury Apparel Retailers Eyeing Indian Markets, (Edit Article | 13 Jan, 2010) mostly talks about the situation of the apparel sector and regarding the International Majors that are in talks With Indian players to target aspirational but Value-Conscious Consumers. Especially regarding Shoppers stop and how they are planning to bring in more foreign brands.

Gupta and Swati, (23 July, 2010) in their wonderful article on Deviant Displays - New Trend in Window Fashion speak about the new trend that has started, where the deviant window displays are created to look creepy to grab attention. the article gives detailed information on what, how, when and Do's and Don'ts of deviant display.

Hemanth Y. In his paper on Reshaping the Apparel Business, focuses briefly on the recent trends which are followed in Apparel retailing. Retail business in India has transformed from traditional mom and pop stores to big retail chains. We can witness the fact in this article what factors are going to bring about a change in the retail sector with special reference to Apparels. The paper gives a thought towards new trends followed in Apparel Retailing.

Tappal Babu in his paper on Visual Merchandising states that Visual merchandising is a comparatively new career field in which has sprung up with the growing popularity of window and floor displays. Visual merchandisers main area of work is to create impossible window displays. They can find employment with fashion boutiques, shopping malls, euphoria etc. They are also engaged as shop floor mangers. They can also do freelancing on contract basis for windows displays in exhibitions, fares, and other places. Other career options under this head are production coordinator, quality control supervisor, fashion retailer, export manger etc.

Based on the literature review, following hypothesis is developed:H1: Discount is very effective in inducing customer response like (a) visit to store, (b) purchase of the product, (c) purchase earlier than planned, (d) stockpiling, (e) spending more per visit, (f) product trial and (g) brand switching.H2: Price off is very effective in inducing customer response like (a) visit to store, (b) purchase of the product, (c) stockpiling, (d) purchase earlier than planned, (e) spending more per visit, (f) product trial and (g) brand switching.H3: Buy-One-Get-One-Free is very effective in inducing customer response like (a) visit to store, (b) purchase of the product, (c) stockpiling, (d) purchase earlier than planned, (e) spending more per visit, (f) product trial and (g) brand switching.H4: There is no difference among all the three sales promotion schemes to induce buying behaviour among the consumers.

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