Impact of Visual Merchandising on Consumer Perception of Electronics Products and Usage of Technology
in “Business Transformation Through Functional Strategies” Reading Book of Nirma International Conference on Management (NICOM), Jan. 11-13, 2018, Eds., Nityesh Bhatt, Balakrishnan Unny R. & Shahir Bhatt, McGraw Hill Education (India) Pvt. Ltd., for Institute of Management, Nirma University
10 Pages Posted: 11 Feb 2018
Date Written: January 11, 2018
Indian retail market is going through a turbulent time with the growth of online retail which has reduced the footfalls in the physical outlets/stores. Sales of electronics goods - specifically mobile phones, tablets, laptops, etc., are increasing online and giving fierce competition to brick and mortar retail stores. In such a scenario visual merchandising combined with sales promotion schemes may become one of the important tools to attract consumers into these stores. In India, the effective utilization of visual merchandising as tools for promoting electronics goods’ sale has been not so effective. Most of the retailers do not focus on advanced product display techniques. This research is focused on finding the impact of visual merchandising on consumer buying behavior for electronics goods. It also suggests utilization of technology to enhance the effectiveness of visual display. Eight independent variables namely window display, store front, shelf display, wall mount display, counter top display, electronic center rack, signages/graphics and store atmosphere, have been studied to trace their impact on the dependent variable viz. the consumer perception regarding the store image for visual merchandising. From the analysis it was found that customers have unique and different perception for visual merchandising of different stores. Atmospherics of one outlet and shelf display of another outlet have strong perception or image, rest variables do not have strong positioning in customers’ mind regarding visual merchandising. Retailers, therefore, must use better visual display techniques to lure customers into their stores. The application of usual tools of visual merchandising needs to be enhanced along with the usage of latest technology such as interactive screens and digital LED/LCD screens which not only display store’s products but also highlight the product features to give better customer experience and ease to understand the technical aspects of the products resulting in greater number of footfalls and enhanced sales of the stores.
Note: This paper was presented at the 21st Nirma International Conference on Management (NICOM 2018) on the theme of “Societal and Organisational Transformation Through Strategic and Technological Interventions” organized by the Institute of Management, Nirma University (IMNU), Ahmedabad, India during Jan. 11-13, 2018. 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, Electronics Products, Window Display, Store Front, Merchandise Display, Store Layout and Organization, Shelf Display, Floor Merchandising, Wall Mount Display, Store Experience, Signages/Graphics and Store Atmosphere
JEL Classification: M1, M3, M30, M31, M37, M39, L8, L80, L81
Suggested Citation: Suggested Citation