Visual Merchandising as Tool for Creating Differentiation for Furniture Outlets: Perceptual Mapping

Inter-disciplinary Issues for Empowering Trade, Industry and Society, Eds., Pawan K. Chugan, Deepak Srivastava, Nikunj Patel and Nirmal C. Soni, Excel India Publishers, New Delhi, Jan. 2016, ISBN:978-93-85777-06-6, pp. 289-300.

12 Pages Posted: 25 Feb 2016

See all articles by Dr. Neha Mehta

Dr. Neha Mehta

L. J. Institute of Management Studies; L J Institute of Management Studies

Pawan K. Chugan

Nirma University - Institute of Management; AIIM - Ahmedabad; SPM - PDPU

Date Written: Jan 2016

Abstract

Differentiation of one’s offering in this competitive market becomes crucial. Furniture products till now were usually customized by Indian customers. Now, these products are also sold in organized market. National and international players have entered the market with their brands in this category. Hence, differentiation and positioning of these products becomes difficult as there is hardly any change in design and style. Visual merchandising is a unique technique to create differentiation as merchandise offered by retailers has lot of similarity. This study focuses on studying consumer perception for store visual merchandising. The dimensions used to measure consumer perception for furniture outlets of Ahmedabad viz @Home, Home Town, Durian, Godrej Interio and Housefull, are Window display is eye-catching, Atmospherics is excellent (Temperature, fragrance, lighting and music), Room Setting display is attractive, Merchandise display is creative, Fixtures are good, Signages are interesting, Accessories are good and Store front is attractive. The findings of this can be used to develop dimensions of visual merchandising stronger so as to create a unique positioning of the store in this competitive environment and enhance sales of retail outlets.

Note: This paper was presented at the 19h Nirma International Conference on Management (NICOM 2016) on the theme of “Empowering Trade, Industry and Society in challenging and competitive Environment” organized by the Institute of Management, Nirma University (IMNU), Ahmedabad, India during Jan. 7-9, 2016. Paper is uploaded with the permission of IMNU and its contents may be cited with its source for academic purpose such as the brief quotations embodied in critical reviews and certain other non-commercial uses as permitted by copyright law. However, the copyright of this paper remains with (IMNU) and its permission is necessary for any commercial use.

Keywords: Visual Merchandising, Furniture Outlets, Window Display, Atmospherics, Room Setting, Merchandise Display, Signages

JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81

Suggested Citation

Mehta, Neha and Mehta, Neha and Chugan, Pawan Kumar, Visual Merchandising as Tool for Creating Differentiation for Furniture Outlets: Perceptual Mapping (Jan 2016). Inter-disciplinary Issues for Empowering Trade, Industry and Society, Eds., Pawan K. Chugan, Deepak Srivastava, Nikunj Patel and Nirmal C. Soni, Excel India Publishers, New Delhi, Jan. 2016, ISBN:978-93-85777-06-6, pp. 289-300., Available at SSRN: https://ssrn.com/abstract=2736969

Neha Mehta

L. J. Institute of Management Studies ( email )

Near Nagdev Kalyan Mandir
S. G. Highway
Ahmedabad, GA Gujarat 382210
India
9427630027 (Phone)

L J Institute of Management Studies

Near Nagdev Kalyan Mandir
Sarkhej Sanand Cross Road
Ahmedabad, Gujarat 382210
India

Pawan Kumar Chugan (Contact Author)

Nirma University - Institute of Management ( email )

Sarkhej Gandhinagar Highway
Ahmedabad, GUJARAT 382481
India

HOME PAGE: http://pawanchugan.wordpress.com

AIIM - Ahmedabad ( email )

Adani Shantigram, Vaishno Devi Circle
S.G. Highway
Ahmedabad, Gujarat 382421
India

HOME PAGE: http://pawanchugan.wordpress.com/

SPM - PDPU ( email )

Raisan
Gandhinagar, Gujarat 382007
India

HOME PAGE: http://pawanchugan.wordpress.com/

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
238
Abstract Views
1,123
rank
167,261
PlumX Metrics