WINDOW DISPLAY AND ITS EFFECT ON

BUYING BEHAVIOUR

Window display is the fine art of displaying store merchandise in the

store window. Window display is emerging as the new mantra in retail
and is fast changing from a dull, uninteresting exhibition of wares in the
store window to a dynamic form of advertising. Retailers are
recognizing the importance of window display as the first point of
contact between the store and the customer and a chance to create the
most critical first impression on the customer. Developed countries look
at window display as a critical tool of marketing; however, in India, it is
still an emerging concept.
Here we have given the window display of Big Bazaar in
BHUBANESWAR. we have discussed how its window display affects
our purchase decision .

Here store windows are more edgy and displays well-lit day and night
even after the store is closed. Because Even after the store is closed, it's a
good idea to light up the window displays so that their marketing
continues even when there is no one in the store.

Windows are very clean, they are not filthy at all as a result it
maximizes the effectiveness of window display.

IN this store it follow a VM calendar which gives a date wise schedule

of themes a store will follow through the year as per events, festivals,
product launches etc. Regional trends and preferences play an important
role in deciding themes for any store, e.g. lohri is an important festival in
the north especially Punjab and Durga puja in the east.

In terms of display, BIG BAZAAR follow a concept of similar product

merchandising where one can show the customer the depth of
merchandise the store has on offer or cross mix merchandising wherein a
number of unrelated products are displayed to create an interesting
visual story.
Here they have given focuses on both the atmospherics and the fixtures
and fittings. Here there is a mix of elements of sight, smell, touch and
sound. In addition to the visual excitement provided by the displays, the
right music coupled with a light scent in the form of has given a very
inviting look to the store. This is he the reason that customers are
encouraged to touch and experience the merchandise

If we talk about the fixtures that retail store can consider are wall
shelves, floor standing shelves, pedestals, tables, glass showcases for
precious merchandise like jewelers and watches, hanging fixtures, face
outs, round racks and so on and so forth. And the stores in BIG
bAZAAR are aiming at giving the customer an international look and
feel through stylish and unique fittings, accent lighting and digital
graphics and signage. The main idea behind the store is to let the
customer spend maximum time inside the store and browse through the
entire merchandise.

Besides that for recreation there is also Pizza hut, Verista planet M etc.
In big bazaar They are also introducing different offers on the basis of
different local festival.

Submitted by: Jyotirmayee Mahalik

Amrita Priyadarsini Garabadu