In shop displays andIn shop displays and
their effects ontheir effects on
impulse buyingimpulse buying
Raghavendra KuntheRaghavendra Kunthe
Sandeep Kumar MishraSandeep Kumar Mishra
Siddhalingesh S KoriSiddhalingesh S Kori
Swathi RaghuSwathi Raghu
What is “In shop displays” ?What is “In shop displays” ?
What is Impulse buying ?What is Impulse buying ?
o Unplanned, Spontaneous & Intense urgeUnplanned, 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 urgepersistent urge to buy
o It may stimulate emotional conflictemotional conflict.
o Irrational purchase is because of: fun, fantasy and: fun, fantasy and
o Consumer often regretregret their purchase after
Factors affecting impulsive buyingFactors affecting impulsive buying
• Internal factorsInternal factors
– Mood of the individual, positive mood triggers
– Impulsive buying is more a need than a want.
– Potential entertainment and emotional worth of
• External factorsExternal factors
– Windows display
– Visual merchandising
– In-store form display
– Promotional messages
– Word of mouth information
– E-commerce 5
Impact of impulsive buying on theImpact of impulsive buying on the
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
Why and When people buyWhy and When people buy
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.
Types of Impulsive buyingTypes of Impulsive buying
Pure impulsive purchase
Reminder impulsive purchase
Suggestive impulsive purchase
How are connections with productsHow are connections with products
Major ManipulatorsMajor Manipulators
Sweet Fragrance of Retail stores
“Research shows that when people touch
things they’re more likely to buy them “
Store Design, Layout, VisualStore Design, Layout, Visual
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,
CheckoutCheckout area is the store’s climactic ending.
Checkout (Conclusion)Checkout (Conclusion)
In shop displays and