Visual Merchandising : Effectiveness of four types of visual merchandising on impulse buying.

1. SIP Presentation : Corporates World, Bangalore
Visual Merchandising: Measuring the effectiveness of
Store Display
Presented by: Pargat Singh Sidhu
Reg No: FPB1214/089
Indus Business Academy
Lakshmipura Post,
Kanakapura Main Road
Bangalore. 560062. INDIA
www.iba.ac.in

2. Company Profile – Corporates World
For over 6 years, Corporates World has established itself as the
industry’s leading Merchandising Service Organization with
Speed 2 Sales approach.
• 98% + completion rates – setting an industry standard
• Service beyond compliance
• Retail reach – national retailers to local retailers
• Customized service programs
• Extensive nationwide network of professional merchandisers
• Service coverage in pan India.
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3. SWOT Analysis
Strength
Weakness
High bargaining power suppliers
High transaction costs
Diversified portfolio
Weak focus on process innovation
Good R&D department
Economies of scale
Opportunities
Threats
Emerging new markets
Highly regulated industry
Technological development
Economic crisis
Prices of raw material fluctuate
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4. What I have Done
• Preparing Potential list of customers
• Meeting New & Existing Clients
• Supervision for US Polo Assn. Trade show at Goa
• Visit Client showroom on regular basis
• Primary Data & Secondary Data Collection
• Personal Interviews
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5. Objective
• 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
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6. Visual merchandising
• 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
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Presented by: Pargat Singh Sidhu

7. 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
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8. Research Methodology
• Research Design
Descriptive
• Data Collection
Primary 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
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9. Data Analysis Tools & Limitation of study
• SPSS – Statistical Packages for Social Science
Descriptive Analysis
• Limitation
Geographically Limited
Participants were limited
The instrument was limited to a quantitative method
Participants had time constraints
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10. Analysis and Findings
Descriptive Statistical for Variables
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
3.32
3.49
3.35
3.89
2.62
0.7944
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0.9586
0.7826
0.7673
0.7654
Mean
Standard Deiviation
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Presented by: Pargat Singh Sidhu

11. Analysis and Findings Continued…
• Visual merchandising practices certainly influence consumer’s
Impulse buying
• Window display helps in store choice
• Capture the customer’s interest
• Entice customers to enter the store
• Visually create sales
• Urge customers to make purchases
• Promote the store image
• Attract attention to merchandise
• Educate customers about merchandise
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12. 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
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13. Recommendation/Suggestion
• Take It Outside
• Identify Everything
• Embrace All The Senses
• Show Them how It Will look at home
• Use the Spotlight
• Change Your Displays Often
• Don't Be Afraid of Color
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Presented by: Pargat Singh Sidhu

14. References
•
VISUAL MERCHANDISING AND DISPLAY (BY MARTIN M. PEGLER) 5TH
EDITION
•
VISUAL MERCHANDISING (WINDOW AND IN STORE DISPLAYS FOR
RETAIL) BY TONY MORGAN
WEBSITES:
•
http://www.Google.com/
•
http://www.ask.com/
•
http://www.wikipedia.com/
•
http://www.researchandmarkets.com/
•
http://business.mapsofindia.com/india-retail-industry/
•
http://www.ibef.org/industry/retail.aspx/
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15. Thank You
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