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International Journal of Retailing Perspectives Pezzottaite Journals.

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Rural

Business

ANALYSIS OF VISUAL MERCHANDISING: AFFECT ON CONSUMER BUYING BEHAVIOUR


Sonali Banerjee, Parul Yadav

Abstract
Visual Merchandising is the art of displaying the merchandise in such a manner that it 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 products. A creative and talented retailer can use this upcoming art to breathe in new life into the products available at his store. Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions that take place in the store. The scope of the study is limited to two main aspect of visual merchandising, i.e. the impact of atmospherics and the in store product display. From this research it has been found that majority of the people have started shopping on a regular basis (weekly/bi-weekly/monthly basis). The trend has changed the unmarried people show a mixed trend in shopping. Those who are married, shop either weekly or in a longer time span. People now look for a shopping experience and therefore have started visiting the departmental stores instead of going to the nearby Kirana Stores. Apart from that the people do not enter the departmental store with a specific list in hand, they purchase as and when they find something that is needed and therefore the impact of visual merchandising also increases. The in store display of the product in specific shelves, makes shopping easier and helps to compare products. The different shades of lighting catch the attention of the people and induce them to purchase the products. The music and fragrance always catches the attention of the people. The mood of the people, stimulate their purchase decision. While the billing is being done, the customers tend to look at the products displayed at the billing counter.

References
Kotler, P., (1974). Atmospherics as a Marketing Tool, Journal of Retailing, Volume: 49. Kumar, I.; Garg, R., and Rahman, Z., (2010). Influence of Retail Atmospherics on Customer Value in an emerging market condition, Great Lakes Herald, Volume: 4, Number: 1. Marsh, H., (1999). Pop Stars of the Retail World. Marketing. McGoldrick, P., (1990). Retail Marketing, Maidenhead: McGraw-Hill. Sherman, E., and Smith, R. B., (1987). Mood States of Shoppers and Store Image: Promising Interactions and Possible Behavioral Effects, Advances in Consumer Research, Volume: 14, Number: 251-254. Woodside, A. G.; Trappery, R. J., and Randolph, J., (1992). Finding Out Why Customers Shop Your Store and Buy Your Brand: Automatic Cognitive Processing Models Of Primary Choice, Journal of Advertising Research.

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International Journal of Logistics & Supply Management Perspectives Pezzottaite Journals.

Chain

AN INSIGHT INTO PAPER WALAS PERSPECTIVE IN INDIAN NEWS PAPER INDUSTRY


Sonali Banerjee, Vivek Singh Tomar

Abstract
Newspaper is a choice when it comes to our daily dose of news. It is the only media which is known exclusively for news. The newspaper industry in India has achieved a new level of paradigm. The Indian newspaper industry witnesses the recognition of dailies in English, Hindi and other regional languages, which caters to people speaking, various languages. This multilingualism in newspapers increases the hits of newspaper reading in the country. Hindi newspaper has the largest number of circulation since Hindi is the national language of India. Competition in media industry is at its peak. Every newspaper is trying to work over different issues so as to have a better trade relationship. Business associates are the only link between the company and the readers, no newspaper company can push the copies according to its will. Business associates require certain services such as friendliness, help and quick response from the executives. They want better information about alternatives in case of disturbance in the scheduled supply, about schemes launched, about rate fluctuations etc. They want value for money. Better trade relation can significantly increase the sale of the newspaper. In present scenario all the firms are working on building good trade relations. The research gives an insight into various marketing strategies and practices related to business associates. Business associates from all depots in Noida and Ghaziabad were asked to fill the structured questionnaire. The responses were carefully noted and a detailed analysis was conducted on primary data through analytical tools to get the astute understanding of descriptive, associative and inferential relationships.

References
Chiang, Wen-Chyuan, Russell, Robert, Xu, Xiaojing, & Zepeda, David. (2009). International Journal of Production Economics, 39-40. Domini, Vinay, Gupta, Sanjay, Kanwal, Rajesh, Khandekar, Sreekant, Singh, Prasanna, & Venkatesh, M. (2009, February 16-28). The fortnightly from afaqs!. Brand Reporter, IV(14), 6-10. Kimball, John. (2000). Promotion and Marketing Ideas from the United States (pp. 365). Malhotra, Naresh K. (2007). Marketing Research an Applied Orientation (5th ed.). pp. 464-473, 568-569. Prentice-Hall, Inc. Monopolies and Mergers Commission. (1993). The supply of national newspapers, a report on the supply of national newspapers in England and Wales. Retrieved from www.competitioncommission.org.uk/rep_pub/reports/1993/345natnewspapers.htm#full. (2006). P3L, LLC Post Press Packaging and Logistics- Logistics Solutions specializing in newspapers. Supply Chain Newspaper, pp.12-15. John, Kimball. Promotion and Marketing Ideas from the United States, pp. 365.

Retrieved from http://www.articlesbase.com/news-and-society-articles/hindi-newspapers-helping-indiansto-stay-informed-863302.html Retrieved from http://www.equitymaster.com/detail.asp?date=9/14/2007&story=5 Retrieved from http://www.hie.co.uk/ Retrieved from http://www.indianprinterpublisher.com/shownews.php?Sno=1198 Retrieved from http://www.marketstar.com/cases/cases.asp Retrieved from http://www.medianewsline.com/news/117/ARTICLE/1593/2007-10-29.html Retrieved from http://www.medianewsline.com/news/117/ARTICLE/2167/2008-03-07.html Retrieved from http://mutiny.in/2006/09/04/national-readership-survey Retrieved from http://www.sharetipsinfo.com/mediareport.html

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