Topic :- "A Study on Impact of Visual

Merchandising on Consumer Behaviour”

SUBMITTED BY:
AKASH LATHIYA
T.Y.B.M.S. – D
ROLL NUMBER - 6957
SYNOPSIS

The background of the India Retail Industry is the largest among all the industries, accounting
for over ten per cent of the country’s GDP and around eight per cent of the employment. The
Retail Industry in India has come forth as one of the most dynamic and fast paced industries
with several players entering the market.The retailers are facing a keen competitive market
place and as a consequence of that they find many difficulties to differentiate their stores on
the basis of product, place, people, price and promotion. Retail store elements such as color,
lighting and visual merchandising have always been considered as having immediate effects
on the buying decision making process. TheThe purpose of the study was to determine the
important factors of visual merchandising which influence consumer’s buying behaviour.

Objective : -
• Study the effect of Merchandise Display in sales.
• What are the other factors contributed towards the sales inside the store.
• To evaluate the role of visual merchandising and displays in enhancing store atmospherics
and customer shopping.
• To study the impact of visual merchandising and displays in the customer buying patterns.

Scope: -
• This study helps the marketer as how different combinations of visual merchandising can
be exercised in order to attract all the potential customers and it shows how to retain the
existing customers.
• The paper tries to explore the dynamics of marketing program by analysing significant
perceptions that buyers have towards visual merchandising strategies. Demographic
variables such as age, gender, occupation, income, analysed thoroughly for inference
purpose.
Finding : -
• Visual merchandising influence the behavior of the customers and create a change in the
sales
performance.
• Visual merchandising can, by attracting more customers, increase the traffic in the store,
which ultimately increases the sales figures.
• Consumers find mannequin styling as the most important noticed feature inside the store.
• 22%consumers finds use of music, colour, light and perfume as the important feature.

Recommendations: -
• It is important to improve the visual merchandising inside the store to get hike in sales.
• It is crucial to get the attention of the customers to enhance sales.
• It is important to make proper use of lights, music and mannequin as it is important feature.

Conclusion : -
• Visual merchandising is the only differentiator, especially in a scenario where consumers
encounter the same fashion designs almost uniformly everywhere.
• Thus, the application of more attractive visual merchandising techniques will help to obtain
better results.
• Visual merchandising when used effectively is a powerful tool to entice customers in making
a purchase decision.