Abstract
In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the area in which they can differentiate themselves is store presentation in terms of visual merchandising. To study which dimensions have an impact on purchase behavior of consumers, this study is undertaken. By analyzing the impact of various dimensions of merchandising display such as window display, store front, merchandise presentation, store layout and organization, creative style and trend co-ordination, signages/graphics and store environment, it is found that window display, store front, store layout and organization (shelf display) and creative style and trend co-ordination have impact on purchase behavior of consumers.
Highlights
There is a dynamic change happening in the Indian retail market, where urbanization is increasing with increase in purchasing power of consumers
From the analysis it is found that window display, store front, store layout and organization and Creative combination of colors give me a new design idea for home are significantly related to the purchase behavior of the customers
The R2 value of above mentioned variables are close to 1 (Table 4), there is a good relationship of these variables with purchase behavior
Summary
There is a dynamic change happening in the Indian retail market, where urbanization is increasing with increase in purchasing power of consumers. This rise in demand and consumers are getting more and more brand conscious. There are lots of changes happening in the retail industry of India from past one decade. Retail has been one of the growth areas in the global economy. In terms of population India is basically a young country Indian retail market is expected to grow with the compounded annual growth rate of 18.8% by 2015 (Deloitte, 2012). The Indian retail industry is divided into organized and unorganized sectors. The current rank of India in global retail development index is 14th which has slipped down by 9 ranks comparing to last year’s rank (Kearney, 2013)
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