Impact of Visual Merchandising on Consumer

Buying Behavior in Clothing Retail Stores

Submitted By - Submitted To -
Nikhilendra Pratap Singh Mrs. Vidisha Kant
B.Voc. (AME)
 Acknowledgement

I have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals and
organizations. I would like to extend my sincere thanks to all of them

I would like to express my special thanks of gratitude to my teacher

Mrs. Vidisha kant (Lect.) as well as our principal ma’am Mrs.
Archana puri (Principal) who gave me the golden opportunity to do
this wonderful project on the topic Impact of Visual Merchandising
on Consumer Buying Behaviour in Clothing Retail Stores which
also helped me in doing a lot of research and i came to know about so
many new things i am really thankful to them.
Secondly i would also like to thank my friends who helped me a lot in
finalizing this project.
I would like to express my special gratitude and thanks to people for
giving me such attention and time for filling questionnaire.

Nikhilendra Pratap Singh

 Table of Content

Table of Contents
Abstract ................................................................................................................................................... 3
INTRODUCTION ....................................................................................................................................... 4
The objectives of study ........................................................................................................................... 5
Scope of study ......................................................................................................................................... 5
RESEARCH METHODOLOGY .................................................................................................................... 6
Primary data:....................................................................................................................................... 6
Secondary Data: .................................................................................................................................. 6
SAMPLE DESIGN ...................................................................................................................................... 7
RESEARCH OBJECTIVES ........................................................................................................................... 7
HYPOTHETICAL SITUATION ..................................................................................................................... 7
REVIEW OF LITERATURE.......................................................................................................................... 8
WHAT IS VISUAL MERCHANDISING......................................................................................................... 9
THE IMPORTANCE OF SHOPPING ENVIRONMENT................................................................................ 10
Key elements of visual merchandising .................................................................................................. 11
Essentials of visual merchandising ........................................................................................................ 12
Purpose of visual merchandising .......................................................................................................... 12
Top tips for becoming a successful visual merchandiser ...................................................................... 13
WINDOWS DISPLAY............................................................................................................................... 13
How TO MAKES an effective window display? ..................................................................................... 14
COLORS ................................................................................................................................................. 15
LIGHTING ............................................................................................................................................... 16
SIGNAGE ................................................................................................................................................ 17
Store INTERIOR ..................................................................................................................................... 18
Questionnaire on Visual Merchandising ............................................................................................... 19
CONCLUSION......................................................................................................................................... 25
BIBLIOGRAPHY ...................................................................................................................................... 27
 ABSTRACT

Visual Merchandising is the presentation of merchandise as well as a store in

order to attract customers. It is an attractive way and an eye-catching
technique to tell customers what the store stands for and offers to its potential
customers. . The retailers today are using the merchandising tool to
differentiate themselves from other competitors and to be prominent in the
market and attract the customers. The main purpose of this research study is
to understand visual merchandising and its impact on consumer buying
behaviour. This study was conducted to test how the visual merchandising and
outlook factors impact store image and customer buying behaviour. It is found
that window display, fixture, signage, mannequin, colours and lighting were
significantly associated with consumer buying behaviour. In order to stand out
in the increasing competition, it is important that retailers design their store
and present it in a creative and eye-catching manner. Greater concern should
be given to the product displayed in windows and on mannequins as they are
drivers of store visits.
The survey method was followed to conduct the study and data were collected
through sampling techniques from identified respondents, who were selected
through convenient and judgment methods. The major findings in the light of
the objectives of this project were that most of the stores need to have
attractive window displays, proper stores layout, appealing visual
merchandising themes to attract present and potential customers into the
store. It is also understood that the most important aspect of visual
merchandising is to have proper lighting and attractive display themes. The
output of the study unfolds that the most of the merchandiser’s main focus is
to display the newest trend and best moving items into the display windows
and visual merchandising was found to be very helpful for converting potential
customers into real customers.

Keywords: Visual merchandising, Lighting, Colour, Fixture, Mannequin and

window display.
 INTRODUCTION

Visual merchandising involves everything the customer sees in approaching

the store and after entering it. This includes the exterior appearance of the
store, the store sign, display windows, interiors décor, store layout, featuring,
lighting, and the way the merchandise is presented and displayed within the
store. Visual merchandising also includes activities that appeal to the
customer’s senses other than the visual, such as music or fragrance. Until
recently, the activity was simply called display. However, visual merchandising
is much broader than display, which is the impersonal visual presentation of
merchandise and props. Visual merchandising, or visual presentation, is used
to communicate fashion, value and quality attributes of a store to its
prospective customers. The purposes of visual merchandising are to educate
the customer, to enhance the stores' image, and to encourage multiple sales
by showing apparel together with accessories. Since the ultimate goal of visual
merchandising and of retailing is to get the customer to buy, visual
merchandising must entice the consumer into the store, effectively present the
fashions the store has to offer, and show the customer how to wear and access
them within the context of fashion trends. With increased competition, stores
are trying to create more exciting, aggressive visual presentations.
Consumer behaviour involves the study of individuals and the method they
employ to choose, utilise, and set out products and services to fulfil their wants
and the effect that these methods have on the consumer and the society as a
whole. Consumer behaviour refers to all the thoughts, feelings and actions that
an individual has or takes before or while buying any product, service or idea.
Buyer behaviour is the concept which answers what, why, how, when, and
where an individual makes a purchase.
A few international researchers have contributed to the field by exploring the
visual merchandising techniques which cause the customers impulsive buying,
but still there is more to be determined. However, considerable research
studies have not been undertaken on the impact of visual merchandising on
consumers buying behaviour in clothing retail outlets of Sri Lanka. Hence, the
purpose of this study is to identify the influence of visual merchandising
techniques on consumer buying behaviour in Clothing Retail Stores.
 THE OBJECTIVES OF STUDY

1. To analyse various concepts and techniques of visual merchandising.

2. To evaluate the role of visual merchandising and displays in enhancing store
atmospherics and customer shopping
3. To study the impact of visual merchandising and displays in the customer
buying patterns.
4. To explain the relationship between visual merchandising and store image.
5. To investigate the cost factor associated with visual merchandising.
6. To examine ethical responsibility of visual merchandise in retail.

SCOPE OF STUDY

The Study involves two points of view

A) Visual Merchandisers perspective.
B) Consumers perspective.
A) Visual Merchandisers: The study focuses on the role of visual merchandisers
and their various techniques of visual merchandising. (Successful store displays
do not depend on the amount of money spent on creating them, what counts
is the level of creativity of the visual merchandiser) The scope of the study is
limited to Fashion retailing (cosmetics and perfumes) and had worked on the
following:
 Elements of Visual Merchandising
 Sensory retailing
 Atmospherics in Visual merchandising
 Space management and VM
 Window Display and its importance
 Display of colours
 Use of music
 lights
 Fixtures etc.
 VM and customer loyalty towards a store
 Importance of VM in growing organized retail
 Social and ethical responsibility of visual merchandiser.
 View of retailers and dealers related to visual merchandising
B) Consumer’s perspective: The impacts of visual merchandising can only be
judged on the basis of consumers’ perspective. The success of Visual
Merchandising can be judged by consumer satisfaction, customer’s
attention, a feeling of sense of belonging in the store, customer movement
etc. It is well said the “Value for time” is just as important as value for
money, people simply have too little time, which naturally impacts the way
they shop and ultimately the need for effective visual merchandising is felt.

RESEARCH METHODOLOGY

The research was carried out using Primary and Secondary data.
PRIMARY DATA: Data was collected directly from respondents through
a survey (Questionnaire) i.e. designed for this research along with a
personal interview wherever possible.

SECONDARY DATA: Data was collected from the following;

 News papers
 Magazines
 Journals using services like( Proust and Abscohost)
 Internet sites ( Google, Proust and Abscohost services)
 Books (Library, VMRD books section etc.)
 SAMPLE DESIGN

Type of Universe: Customers

Sample Unit: Customers who observe visual merchandising
Sampling Techniques: Simple Random Sampling
Sample Size: 50

RESEARCH OBJECTIVES

The quality of store atmospheric elements of retail environment is considered

to be part of visual merchandising. Donovan and Rossiter extended the
concept of store atmosphere by categorization of physical in-store variables
such as store layout, architectural design, wall colour and social factors such as
how interaction takes place and behaviour of people.

HYPOTHETICAL SITUATION

H1: Colour & lighting of the retail store have significant positive impact on
consumer attention.
H2: Window Display of the retail store has positive and significantly impact on
consumer attention.
H3: Interior design of the retail store has significant positive impact on
consumer attention.
 REVIEW OF LITERATURE

How visual marketing should be incorporated into one’s business strategy by

explaining the importance of a visual scheme that aids one to make decisions
regarding the look of a boutique. Certain factors are outlined in the study, such
as price suggestion, layout, customer response and merchandising that plays a
key role in providing the customers with an idea of the various aspects of the
boutique,
which in turn affects their appeal and tendency to buy from that particular
boutique. It is mentioned that sticking to a good visual marketing plan will
assist any company to easily and effectively establish a brand image with its
target market. The study concludes that the above mentioned directives with
regard to the visual aspect, would prove to be of immense help in setting up a
boutique in an effective manner and that it can save time, money, and earn
loyal as well as long-term customers.
The points out the several features of a store that can be further accentuated
in order to create an appeal to the customers and eventually turn browsers
into buyers. These important aspects include store front identity and first
impressions, store layout, and promotional activity. The study elaborates on
how a store entrance can reflect the personality of the store and gives a
glimpse of the merchandise available inside, and that the way the merchandise
is displayed has a lot to do with enticing the customers. Moreover, with regard
to store layout he suggested Lifestyle merchandising as an alternative. The
report highlights that store presentation and product merchandising create an
alluring cover to entice, an interesting first chapter to tell the reader they've
made the right choice, and a satisfying conclusion to get the audience to want
more. The advocates considering an experienced display assistance at least
once and include a hands-on training effort in the price that enables one to
learn the basics of a good display from a professional.
The Importance of visual merchandising is discussed in vivid terms by Garvey ,
in specifying that visual merchandising is all about making the customer feel
how the marketer wants them to feel. He highlights the various steps one must
follow with regard to setting up a store, with respect to using eye-catching
displays, showcase of diverse merchandise in an appealing manner and the
like. He emphasizes on the first step which requires us to go over our business
plan in order to decide on the theme and related aspects as the look and feel
of the store can make a huge impact on a customer’s decision to buy, enter the
store, or return for repeat business. He also observes that effective signage
and even certain nominal, yet significant aspects such as the arrangement of
clothing racks, or alignment of displays according to price, helps in conveying
one’s message clearly to a customer. The study draws up a conclusion by
emphasizing the importance of shop displays to establish a brand image in an
expeditious way.

WHAT IS VISUAL MERCHANDISING

The focus of Visual Merchandising is on the presentation of goods in retailers.
Visual Merchandising emphasizes visual elements because they capture
attention of consumers. Pegler describes Visual Merchandising as the
presentation of merchandise at its best; colour coordinated, accessorized, and
self-explanatory. An inviting atmosphere brings people into the store and also
keeps them there longer. Morgan suggests that the visual merchandising is a
vital part of any retail operation. It steers shopping stoppers in their tracks as
they admire a window display them through the store towards the season’s
key buys. An effective visual merchandising can improve a store’s brand image
and dramatically increase sales. Store image and shopping environment is a
significant determinant to spend time in the store and to spend more money
than planned. On the other hand, retail store elements such as colour, lighting,
signage and visual merchandising have an immediate effect on the buying
decision making process. Morrison explains “one of the key challenges for
retailers is to constantly add value to their brand. He recommends new and
innovative elements to their existing retail marketing mix. Elements that excite
the senses of shoppers such as flat screen videos, graphics, music and lighting
help to create a unique atmosphere and shopping experience”. It is a strategy
employed by retail stores to maximize sales with the help of floor plans and three-
dimensional displays. Mannequins, wall displays, and window installations all come
under types of visual merchandising. The process starts on the outside of the store
with attractive window displays. This is used as a technique to entice customers
into the store and, in turn, increase business. However, visual merchandising not
limited to mannequins or window displays. A retail store can also use wall décor or
interactive displays to induce customers’ interest.
 THE IMPORTANCE OF SHOPPING ENVIRONMENT

In today’s competitive retail environment, fashion retailers struggle in order to

increase their sales and to carry their brands to the wider masses. The best
way to achieve this purpose is to consider the significance of visual
merchandising. The exterior of the buildings and their both exterior and
interior designs can help to be recognized of the fashion brand. Store image
and shopping environment is a significant determinant to spend time in the
store and to spend more money than planned. On the other hand, retail store
elements such as color, lighting or signage have an immediate effect on the
buying decision making process. Store environment has a great impact on
consumers. Today, consumers desire a comfortable shopping environment. An
inviting atmosphere brings people into the store and also keeps them there
longer. Ries asserts that aesthetics within the retail environment not only
affect shopper comfort level but can influence employee morale and
productivity. The importance of store or shopping environment as a tool for
market differentiation is accepted by many retailers. Shopping environment
means the physical surroundings of a store. There are many elements of store
environment such as music, lighting, layout, directional signage and human
elements. “Store environment can also be divided into external environment
and internal environment (that is, exterior and interior of a store. The effects
of store environmental elements could be complex. While many of these
elements influence shoppers’ behaviour through their effects on shoppers’
emotion, cognition and physiological state, some of these elements could elicit
more direct response from shoppers with very little impact on their thinking,
feeling or body comfort”. Visual merchandising increases the visibility of the
brand and also enhances brand loyalty. Today fashion and retail industries are
employing the retail merchandising technique on a high scale. It is one of the most
popular methods used to engage customers and has seen a high success rate in the
past few years.
 KEY ELEMENTS OF VISUAL MERCHANDISING

Marketing techniques have certain elements that make them a successful tactic.
Have a look at what makes up for the elements of visual merchandising:

 Paint the world! Have you ever wondered what appeals first to the
human mind in a visual? It is the colour. A colour palette is the essence of
a visual and sets the aura for the display by appealing to the viewers on a
subconscious level. Since the colours in a display say a lot about the brand,
they should, complement the brand and it’s specific colour scheme. Using
one particular colour should be avoided, as too much of it might become
overwhelming for the customers.
 Landscapes and more: One of the best ways to capture customers’
attention is by including landscapes as a retail merchandising technique.
Landscaping refers to the elevation of products, making it more
noticeable. It should be noted that while landscaping, you must carefully
choose the size and shape of the displayed merchandise. These details
affect which part of the visual merchandise is highlighted due to the
lighting.
 Texture: A display can be enhanced with the help of contrast technique,
which is known as texture? A display can use textures to convey a
message or meaning. While deciding on the texture, you must first analyse
the mood or atmosphere you want to set for the display and then find a
contrasting texture that supports it. This works wonders in seizing
customers’ attention.
 Storytelling: Storytelling has the ability to engage a customer for a long
time. If you have seen cafes with visuals and dialogues on their wall, you
must have noticed that a lot of customers pay attention to them. This is an
effective merchandising technique and is widely used in various retail
stores too.
 Finishing Touch: Décor is the final nail in the wall for retail
merchandising. The overall theme of the display is enhanced by the décor,
without it being a distraction. It adds value to the display and holds
customers’ attention. However, when implementing this element, the
size, shape, and colour should be carefully picked.
 ESSENTIALS OF VISUAL MERCHANDISING

So what refers to visual merchandising? Here’s a list that will tell you all:

 Window displays: Ever heard of the term window shopping? Well, it

originated from the idea of window displays. Themes are created for
window displays to lure customers into the store. You can use window
displays to make a lasting statement about your merchandise.
 Shelf displays: Shelf displays come into focus after customers enter a
store. You must strategies about what you want to show on the shelf
display and how much shelf space a particular merchandise should get.
 Stock displays: Stock displays are a great marketing spot for your
featured and profitable products. Generally, the end of aisles, also called
“premium spaces” are used for stock displays to maximise the sale of
profitable products and merchandise.
 Visual merchandiser: This interesting profession helps to deliver
visual concepts to promote retails brands. Professional visual
merchandisers also can help create effective designs for stores.
Moreover, they know exactly what theme is perfect for your visual
merchandising endeavour.

PURPOSE OF VISUAL MERCHANDISING

The purposes of visual merchandising are quite straightforward and aimed at

bringing in profits for the retail store. Other purposes include:

 To increase sales by showing and promoting your merchandise;

 Make the display visually appealing to encourage customers to enter the
store;
 Get the customer to pause and “shop” the selling floor;
 Use merchandising to enhance, establish and promote the store’s visual
image;
 Improve customers’ shopping experience and entertain them;
 Educate customers about the use or accessorising of merchandise.
 TOP TIPS FOR BECOMING A SUCCESSFUL VISUAL
MERCHANDISER

 The customer is your audience and also your critic. You need to empower
your customers. Make sure that the visual content is engaging for the
customers and encourages shoppers to step into the store.
 Visual merchandising is all about product styling and placement. This is
where you can put your creativity into use and make the shopping
experience exciting for your customers.
 Encourage impulse purchases. According to sciencedirect.com,
spontaneous selection of merchandise accounts for 80% of all purchases
made. Employ strategies that encourage shoppers to buy based on these
spontaneous impulses.
 Converting window shoppers to leads. Present your window displays in a
way that urges window shoppers to enter the store and buy something.
This will add value to your retail merchandising strategies.
 Put fresh and popular merchandise on display. Old can be boring and this
applies to merchandise too. Make sure that while you’re designing visual
merchandise, you cater to the mind set of new customers and also the
existing ones.

WINDOWS DISPLAY

“The display window is accepted as the most important part of the store design
because it is the first meeting place the customer has with a brand and it gives
passer-by a quick impression of the store. A passer-by can hold an opinion about
the type of merchandise sold inside. The layout of the display windows should
not take focus away from the clothes and it should suggest a feeling”. Morgan
states that with the advent of new technology in that allowed the production of
large panes of glass, department stores were perhaps responsible for taking the
art of window display to a higher level, using their large windows as stages, some
of them as theatrical as a Broadway show. Window displays are crucial whether a
store is situated in a mall or in a busy street. They are mix of art, fashion, design
and marketing. They must compel customers to enter a store by defining a
brand’s image. Today, retailers are recognizing the importance of window display
as the first point of contact between the store and the customer.
HOW TO MAKES AN EFFECTIVE WINDOW DISPLAY?
 Keep it simple.
 Don’t try to put in everything at once, focus on one product or theme.
 Keep it clean.
 Change displays frequently to keep the fresh look.
 Bright lighting is crucial, both during day and at night.
 Use lights to highlight individual items or signs.
 Use repetition of shapes and colours to attract attention.
 Cluster items in groups of three or five, odd numbers are most pleasing
to look at.
 Vary height and depth of items to carry the eye throughout the display
 Use motion to catch the customer’s eye.
 Use light, bright colours.
 If you have more than one window, balance the display between them
to give the entire storefront a coordinated look.
 Continue the theme of the window display with other displays inside the
store.
 Each individual has socio cultural influence on their thought process as
we tend to overdo the basic concept. Do not clutter the window as it
loses its appeal and would hardly attract any passer-by.
 COLORS

Color is accepted as the biggest motivation for shopping. Pegler suggests that
people buy color before they buy, size, fit, or price. Colors says something about
the kind of merchandise and merchandiser. Pegler suggests:“color psychology is
very important in visual merchandising. Colors can immediately create a mood.
Most of us have colors that tend to cheer us up when we are feeling down and
colors that calm us. Each of us also has colors that can make us physically feel
hotter or cooler. As an instance, orange, green and purple are the colors used in
the windows display of a brand in below picture”. Orange: is described as a friendly,
sociable color; agreeable, overt, glowing, and incandescent. It is exciting, vibrant,
and filled with anticipation. Purple: This traditionally regal color has become a
favorite with children. In some shades it is a happy, youthful color, while, in its
deepest and richest form, it is a color of taste, distinction, and discretion. It is a
high-fashion color that has to be sold. Green: An alive, cool, and growing color. It is
springtime and summer- lowns, bushes, vegetables, trees, and forest- the perfect
accent to almost any setting, especially if it is alive and growing . Colors are
considered as one of the effective way to capture customer’s attention. This
realizes with the effective and knowledgeable use of colors. As the most powerful
and effective tool of the Visual Merchandising, colors pulls more customer into the
store. In this context, a retailer has to focus on the right choice of colours.
 LIGHTING

Lighting is another elements of visual merchandising. The choice of the right

lighting in fashion stores should be well considered. There are numerous products
that offer many choices for shopping environment. Lighting deals with create an
ambiance and make environments visually pleasing. The right utilization of light is
highly important for shopping environments. Light reflections and energy
requirements should be well analyzed. Pegler advices that the cheapest and most
effective starting place in getting attention and recognition is with good lighting
points out lighting quality and quantity. He calls attention that Ries points out
lighting quality and quantity. He calls attention that: “insufficient foot candle levels
may result in poor visibility and a dark environment. Low light levels will also
prevent consumers from comparing and possibly purchasing products. However,
too much light can make shoppers uncomfortable and will waste limited operating
dollars on energy that is not needed”. Quartier and Cleempoel also suggest:
“Lighting has an influence on the mood and hence the behavior of humans in retail
environments. Lighting has an influence on how spaces are perceived. It can arouse
positive or negative feelings in the perception of that space. Lighting in retail
environments encourage people to stay longer in that retail environment and
increase the sales numbers”. Lighting is an integral part of design. It contributes
greatly to the look of a space. There are many types of lighting that affect the
perception of any space. In retailing, to create a special ambiance by using special
lighting techniques should be one of the main tasks of visual merchandisers and
designers. The objectives of lighting are explained as: —To attract the customers’
attention — To create an appropriate mood for the merchandise —To contribute
to a positive visual image of the merchandise — To allow careful inspection of the
merchandise.
 SIGNAGE

Signage is not a new concept and is used for promotional purposes by merchants.
Initially, the purpose was to provide basic information. Today, it is considered as an
integral part of the retail environment because it plays a growing role in creating
the unique image and atmosphere. Businesses operates in a highly competitive
environment. They must communicate with customers quickly and effectively by
introducing themselves and their products or services. “For most businesses, the
most costeffective and efficient form of advertising to potential customers is on-
premise signage” according to James and Susan Claus (2001). They explain that
signage is a business’s basic link to customers. The purpose is to promote impulse
“stop and shop,” to create awareness for the product or service for future
reference, and to influence purchasing decisions once the customer has stopped.
Today, technology allows us to use from digital signage. Digital Signage is one of the
important tools in store design. Digital signage is a form of electronic display.
Customers can show information, advertising and other messages concerning the
brand. The aim is to convey a message or information to customers and digital
signage displays are most usually controlled by basic personal computers. Signage
in shopping environment has a great importance to enhance the customer’s
shopping experience and is accepted as an integral part of a building’s design.
Designers know the importance of using signage inside and outside of a building.
The choice of materials used in the signage and their styles is important details.
Timlen (2009) states that a graphicsdesigner, who understands the implementation
of architectural lettering, can put together the right fonts, font sizes, font spacing,
and coloration mixtures, to ensure that a sign not only tells the story that it needs
to tell, but also does so with style and elegance. The objective of Signage are
explained as:-
1. To assist customer in their flow across the store.
2. To lead the customers in newer sections opened in the store if any
3. Through Color and contrast, add to the visual ambience of the store
 STORE INTERIOR

Store interior is a significant part of merchandising because designing a modern

retail store can affect the profit and image of the brands. Designing a shop interior
is the art of planning because it is a creative process. It is the art of drawing,
composing and selecting colors, materials, furnishings and accessories to enrich the
design of a store interior. The main purpose is to create an attractive shopping
environment and to enhance the presentation of merchandise. To create a
distinctive image should be the main task of a designer because such an image will
create a brand recognition which will be immediately perceived by the consumers.
Today’s competitive retail environment, fashion retailers struggle in order to
increase their sales and to carry their brands to the wider masses. The best way to
achieve this purpose is to consider the architectural and interior design. The
exterior of the buildings and their interior designs can help to be recognized of the
fashion brand. As a customer response to these new building, we, sometimes, see
pictures of long queue down the street the night before these buildings opened.
There are many brand loyalists who sleep overnight on the street and their purpose
is to be the first to see the new designs. Store image and shopping environment is a
significant determinant to spend time in the store and to spend more money than
planned. On the other hand, retail store elements such as color, lighting and visual
merchandising have an immediate effect on the buying decision making process.
 QUESTIONNAIRE ON VISUAL MERCHANDISING
1. What is the most influencing feature driving you inside the store?
a) Store exterior graphics. b) Window display setting.
c) Brand name & logo. d) All of the above.
2. What is the most noticed feature inside store display.
a) Bold graphics. b) Music and lighting e) All of the above.
c) Mannequin styling d) Creative product display.
3. Which visual merchandising technique do you notice most in retail multi-
brand outlet?
a) Music b) Fragrances. c) Display of the product. d) All of the above
4. Do you consciously pay attention to the atmosphere created with in a
fashion retail store?
a) Colour b) Lighting c) Sound d) Fragrances. e) All of the above.
5. Visual Merchandising influences what you buy?
a) Yes, it influences. b) No, it doesn’t
6. A good atmosphere results in longer time spent in a store.
a) Yes b) No
7. When you see a product that looks appealing, you tend to buy it.
a) Yes b) No
8. What must be the objective of the good visual merchandising strategy?
a) Attracting more customers. b) Attracting young generations.
c) Simplifying customers buying process. d) All of the above.
9. What is Visual merchandising for you as a retailer?
a) Aid to business. b) Compulsion. c) Aid to increase sales
d) Aid to attract customers. e) All of the above.
10. Can Costly merchandising effects on sale?
a) Yes b) No
1. What is the most influencing feature driving you inside the store?
a) Store exterior graphics. b) Window display setting.
c) Brand name & logo. d) All of the above.

Fragrance
Music 5%
10%

All the above Display of

55% products
30%

2. What is the most noticed feature inside store display.

a) Bold graphics. b) Music and lighting
c) All of the above. d) Mannequin styling e) Creative product display.

All of the above Bold graphics

10% 5%

Music
and
Lighting
15%

Creative product Mannequin

display styling
50% 20%
3. Which visual merchandising technique do you notice most in retail multi-
brand outlet?
a) Music. b) Fragrances. c) Display of the product. d) All of the above.
All of the above
10%

Music
20%

Fragrances
10%
Display of the
product
60%

4. Do you consciously pay attention to the atmosphere created with in a

fashion retail store?
a) Colour b) Lighting c) Sound d) Fragrances.
e) All of the above.

All of the above Colour

25% 40%

Fragrances
5%
Sound
10%
Lighting
20%
5. Visual Merchandising influences what you buy?
a) Yes, it influences. b) No, it doesn’t

No, it doesn't
40%
Yes, it influences
60%

6. A good atmosphere results in longer time spent in a store.

a) Yes b) No

No
10%

Yes
90%
7. When you see a product that looks appealing, you tend to buy it.
a) Yes b) No

No
45%

Yes
55%

8. What must be the objective of the good visual merchandising strategy?

a) Attracting more customers. b) Attracting young generations.
c) Simplifying customers buying process. d) All of the above.

4th Qtr
9%
3rd Qtr
10%

2nd Qtr 1st Qtr

23% 58%
9. What is Visual merchandising for you as a retailer?
a) Aid to business. b) Compulsion.
c) Aid to increase sales d) Aid to attract customers. e) All of the above.

Aid to Business Complusion Aid to increase

0% 2% sales
8%
Aid to attract
customers
10%

All of the above

80%

10. Can Costly merchandising effects on sale?

a) Yes b) No

No
20%

Yes
80%
 CONCLUSION

The Visual Merchandising uses visual communication by putting the product or

brand at the point of sale by making it as a title character. Visual Merchandising
Designers are responsible for visual communication within a store. Their objective
is to make evident the characteristics of a product in order to favour the selection
process of the customer. They achieve this through the organisation of display
systems in the store. The visual merchandiser is in charge of the display systems.
They change them according to seasons, promotional campaigns or special events.
Without communicating, it won’t be completed to sell a product. This refers to
have a image of any brand. Right image is very important for brands. There are
many businesses that neglected the visual communication. Visual merchandising is
accepted as the art of presentation. It puts the merchandiser in focus and informs
the customers. It also creates a desire to the products or brands.

We wanted to study how the store design and outlook impacts customer
behaviour and how retailers incorporate these factors and meld it according to the
preferences of the consumers. We also wanted to investigate preferences of
customers and wanted to find out how they rank visual appeal amongst other
factors like brand name, offers and discounts and accessibility. We also wanted to
investigate what ambience creating factor was most preferred.

We also checked what set skills did the visual merchandisers consider as most
important amongst the skills requisite to create customer desirability. We assessed
the different aspects of the overall concept of visual merchandising used in the
store in order to ascertain which area should be most focused on in order to create
customer appeal. We also investigated what kind of products were kept in display
amongst the most popular, best moving and trend items. We also analysed the
perception of the visual merchandisers that what according to them was the key
factor for attracting the customer.
  The following are the conclusions drawn from the study:
1. Visual merchandising starts with the store building itself. The management
then decides on the store design to reflect the products the store is going to
sell and how to create a warm, friendly, and approachable atmosphere for its
potential customers.
2. Showroom outlets ought to possess good communication skills and ability to
predict future merchandising trends.
3. Most of the firm’s main idea of display is to show the newest trends and the
new arrivals.
4. Majority of customers respond to the lighting more positively. They specially
mentioned that lighting helps to select correct products, reduce the time
wasted and feel relaxation during the shopping tours. Therefore, visual
merchandisers can select appropriate lighting system that creates satisfaction
of psychological needs of customers.
5. Enhanced Visual Merchandising requires proper lighting merged with display
themes.
6. It is observed that most people are lured into buying the product looking at
the shop’s ambience and visual display.
7. In case of personal care products more marketing strategies need to be
adopted since people prefer to buy these products looking at their popularity
and brand image in the market. The discounts and offers are also thought of to
be an important factor to pull the customers to the outlets.
8. In case of durables people seek value for money, an important reason why
discounts and offers are considered to be important to persuade a customer to
buy the durables. The pricing of durables should be kept set according to
normal man’s standards and expectations.
9. In case of apparels, mannequin industry has a huge role to play gives an idea
to the customer on how to wear a particular item or product, and the visual
appearance attracts or stimulates the buyer to go for the ultimate purchase.
10. Financial factors like budgeting in visual merchandising, sufficient
supervision of staff behaviour at timely intervals, use of safety equipment, are
some important attributes that assure the shopper’s utmost convenience.
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