Visual Merchandising Research Articles

Impact of visual merchandising on purchase intension (A mediating effect of brand image)

In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.

OPTIMALISASI TATA RUANG DAN ETALASE UNTUK MENINGKATKAN DAYA TARIK KONSUMEN

This community service activity aims to optimize spatial arrangement and display layout to enhance consumer appeal for the Micro, Small, and Medium Enterprises (MSMEs) of the Komunitas Sukses Berjamaah Indonesia (KSBI) in South Jakarta. Lecturers from IBI Kosgoro 1957 participated in this activity, focusing on improving the effectiveness of spatial arrangement and displays, which will positively impact sales and the growth of the MSMEs. This activity began with an outreach to KSBI members on the importance of an attractive spatial arrangement and display to capture consumer attention. In this outreach, the IBI Kosgoro 1957 lecturers shared knowledge and practical experience on effective spatial design and marketing strategies through appealing displays. After the outreach, an analysis of the spatial arrangement and displays at KSBI was conducted to identify areas that needed improvement. The lecturers and their team collaborated with KSBI members to redesign the layout and displays, making them more attractive and functional. They considered factors such as product arrangement, lighting, visual merchandising, and efficient space management. Next, the implementation of changes to the layout and displays was carried out in collaboration between the IBI Kosgoro 1957 lecturers, their team, and KSBI members. They worked together to plan and execute the necessary changes. The IBI Kosgoro 1957 lecturers provided guidance and recommendations to KSBI members in optimizing their spatial arrangement and displays. The results of this activity are expected to enhance consumer appeal towards KSBI MSMEs. With effective spatial arrangements and attractive displays, MSME products are expected to be better showcased and catch the attention of consumers, ultimately boosting sales and business growth for KSBI members. This community service activity also provided KSBI members with knowledge and skills in managing their spatial arrangements and displays. They can apply design principles to increase the effectiveness of their spatial arrangements and displays in the future.

A history of visual merchandising and American firearms

Purpose This article presents a history of the visual merchandising of American firearms from the mid-19th century until the present day. Although the scholarly literature has investigated visual representations of guns in advertising and popular media, it has paid far less attention to how sellers have displayed these objects at or near the point of purchase. Design/methodology/approach Primary sources include frescoes, engravings and photographs, plus papers, advertising and illustrations in popular newspapers and trade magazines. These and other period visual data are supplemented by secondary sources from a variety of fields, especially retailing and firearms history. Findings Evidence shows that American firearms were merchandised visually by Samuel Colt at three world expositions in the 1850s, by gunmakers and retailers in the latter 19th century, by Winchester and Remington dealers in the 1920s and 1930s, by high- and low-end retailers in New York in the first half of the 20th century and by gun stores, auctions and shows up to the present day. Originality/value The history of visual merchandising generally has focused upon major department stores, their alluring street-front windows and their fancy interior displays. This research explores past and present visual merchandising of firearms by manufacturers and smaller retailers. To the best of the author’s knowledge, it is the first such history of the subject.

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

Pengaruh Gaya Hidup Hedonisme, Visual Merchandising, dan Diskon Harga Terhadap Pembelian Impulsif di MR. DIY Plaza Medan Fair

Developments in the world of retail business require companies to have good marketing strategies to face competition. Impulse buying is a consumer behavior that must be considered when marketing products. MR. DIY is a company operating in the retail industry. Companies in this industry have intense competition. This research aims to determine the influence of a hedonistic lifestyle, visual merchandising, and price discounts on MR impulse buying. DIY Plaza Medan Fair. The influence between hedonistic lifestyle, visual merchandising, and price discounts will be analyzed partially and simultaneously. This research uses quantitative methods with 96 consumers as research samples, with a sampling technique, namely purposive sampling. Data collection was carried out through a questionnaire using a Likert scale which was distributed to respondents directly at MR. DIY Plaza Medan Fair, while secondary data was obtained from literature study. Data analysis methods use validity tests, reliability tests, classical assumption tests, multiple linear analysis, and hypothesis testing with the help of SPSS. The results of the research show that the hedonistic lifestyle variable has a significant effect on impulse buying. Furthermore, the visual merchandising variable has a significant effect on impulse buying. And the price discount variable does not have a significant effect on impulse buying. The result of the determination test was that the correlation coefficient (R) was 0.58, which means that each variable, namely hedonistic lifestyle (X1), visual merchandising (X2), and price discounts (X3) were interconnected with purchasing decisions (Y) by 58%. This means that a hedonistic lifestyle, visual merchandising and price discounts have contributed to impulse buying..

PENGARUH STORE ATMOSPHERE DAN VISUAL MERCHANDISING TERHADAP IMPULSE BUYING PADA MR. DIY KOTA BIMA

This research aims to determine the effect Store Atmosphere And Visual Merchandising To Impulse Buying On Mr. Diy Bima City, which is measured by the Partial test (t Test) and Simultaneous Test (F Test). The population in this study is all consumers in the Bima City Area. The sampling technique uses the method purposive sampling with a sample size of 100 people. The research results show that: 1) a. Store Atmosphere have a significant effect on Impulse Buying At MR DIY Bima City; Visual Marchandising have a significant effect on Impulse Buying At MR DIY Bima City. As well as Store Atmosphere and Visual Marchadising have a significant effect on Impulse Buying At MR DIY Bima City

Silent Selling: Exploring the Relationship between Fashion Retail Visual Merchandise and Impulse Buying Behaviour

Visual merchandising is accorded a substantial amount of importance in the research and practice of current fashion retail today. The conventional reference to a visual stimulus, which was traditionally thought of as a vital component of the ambiance of a retail store, is no longer the primary focus of visual merchandising. Rather, the primary focus of visual merchandising has shifted to a focus on the product itself. In addition to this, it acts as the first unspoken hint in the decision to buy. In light of this, the purpose of the study is to investigate the role that retail virtual merchandise plays in the behaviour of impulse buying. A random sample of 436 people was taken from a variety of fashion retail establishments located in shopping malls for this study. The research indicates that customers' impulse buying intentions are influenced by visual merchandising in the form of window displays, in-store form displays, floor merchandising, and promotional signage. The findings of the study also demonstrated that there is a crucial connection between many types of retail merchandising, including window displays, in-store forms, floor merchandising, and promotional signage. This indicates how vital it is for owners of fashion retail stores to provide their clients with the appropriate store environment and formulate plans to better understand their requirements. As a result, it is essential that the visual stimuli and the atmosphere be useful while also being calming.

A Study on Store Operations at Spencer’s Retail Ltd.

There are certain aspects that are vital to be observed in any retail store such as front-end operations, back-end operations, store layout, customer relation management, visual merchandising, inventory management, promotional activities. Etc. This study explains all these aspects in particular and emphasizes for an effective way to the retailers to improve their ability to achieve the targeted goals and enhance the profitability of the organization. The project is aimed at the operations (business development) of a store engaged in retail business and studies its management, growth expansion program and other points. Business development is two types first is the income generation and by increasing the business of store. The marketing and business development team is responsible for business development of store and in turn of the organization. They should be creative and proactive to attain the task given .They must know how to take competitive advantage over the competitors. The business development plays an important role in retailing as the organized retailer operates at very thin margins. So any additional income to the store is advantage to the organization. Based on the information presented before on the aspects relating to concepts, objectives, purposes and importance .It is understood that the concept of “business development” is one of the important areas in retailing. Further it is also understand that based on the profile of the organization presented in further study, the organizations is one of the leading and important retail organizations at present.

Influence of visual merchandising, creative promotion, and price on purchase decisions in live shopping Shopee

Indonesia's internet boom (212.9 million users) fueled e-commerce growth, with Shopee leading the market (158 million visitors). This study explored factors influencing purchase decisions in Jakarta's Shopee live shopping. Live streams offered product visualization, seller interaction, and promotions. We investigated how visual merchandising, creative promotions, and price impacted buying decisions through a survey of 462 respondents. The research found that creative promotions and price significantly influenced purchases, while visual merchandising had no effect.

Integrating eye tracking into a visual merchandising classroom: an exploratory study

ABSTRACT The purpose of this study was two-fold: (1) to integrate Eye Tracking (ET) into a Visual Merchandising (VM) class and (2) to examine if the use of ET would benefit student learning of VM concepts and applications based on Bloom’s Taxonomy of Educational Objectives (BTEO). Two introductory VM courses were used as the experimental and control groups for this study. The results show that the use of ET allowed students to connect multiple knowledge and cognition domains of BTEO and logically solve higher-level problems in VM, specifically the metacognitive domain. The experimental group was able to create more focused and engaging displays than the control group. Additionally, responses regarding course satisfaction and use of ET from students were overwhelmingly positive, showing the significant impact ET had in the VM course.

Unravelling the Impact of Visual Merchandising on Consumer Impulse Buying Behaviour in Hypermarket

In the Malaysian retail landscape today, hypermarkets face stiff competition from various establishments like supermarkets and department stores. To stand out, hypermarket retailers employ Visual Merchandising (VM) techniques, in collaboration with product manufacturers. This study, entrenched in the Stimulus-Organism-Response (S-O-R) model, explores how VM influences Consumer Impulse Buying Behaviour (CIBB) in Malaysian hypermarkets, considering the mediating role of Consumer Self-Control (CSC). Data from 265 respondents reveal significant impacts of VM elements like cleanliness, product packaging, and digital media on CIBB. This study emphasizes the importance of VM strategies, in collaborating the effort between retailers and manufacturers to enhance impulse buying in hypermarkets and engage in more VM contemporary practices.

EXPLORING IMPULSE BUYING TRIGGERS : A COMPREHENSIVE INVESTIGATION OF VISUAL MERCHANDISING, PRODUCT DIVERSITY, AND HEDONIC SHOPPING MOTIVATION AT MR. DIY JEPARA STORE

This research intends to figure out the influence of visual merchandising, product diversity, and hedonic shopping motivation on impulse buying among visitors to the Mr. DIY Jepara store. This study employs a quantitative approach, utilizing a questionnaire as the research instrument and employing a double regression analysis tool. The sampling method applied is accidental sampling, involving a total of 96 respondents. The analysis of data is conducted through quantitative means, utilizing the SPSS 26 program. The research findings indicated that visual merchandising (X1) exerted a partially positive and significant impact on impulse buying behavior among visitors at Mr. DIY Jepara's store. The variety of products (X2) demonstrated a partially positive and significant effect on the impulsive buying tendencies of visitors to Mr. DIY Jepara's store. Additionally, hedonic shopping motivation (X3) was found to have a partially positive and significant influence on impulsive buying behavior among the store's visitors. When considered collectively, the three independent variables collectively exhibited a positive and significant impact on impulsive buying among visitors at Mr. DIY Jepara's shop.

Visual Merchandising Pada UMKM KEDJORA Magelang

Visual merchandising is an important strategy in the retail world which aims to attract customers, increase sales and strengthen a company's brand image. However, this concept also has the potential to provide wider benefits to society in general. This community service involves direct observation of visual merchandising practices at Kedjora Grosir Magelang MSMEs, as well as interviews with shop owners and the local community. The findings show that by using the right visual merchandising strategies, stores can become more environmentally friendly, promote local products, and provide education about relevant social issues. Community service through visual merchandising can provide benefits such as increasing awareness of environmental and social issues, empowering local producers, and creating an inclusive shopping environment for all levels of society. In addition, this initiative can also increase the sustainability of the local economy and create stronger relationships between stores and the surrounding community. This community service shows that visual merchandising is not just about creating aesthetically appealing displays, but also about harnessing the power of retail stores to have a positive impact on society. Therefore, the integration of community service principles in visual merchandising strategies can be a significant step in building sustainable relationships between business and society.

INFLUENCE OF VISUAL MERCHANDISING ON KIDS IMPULSE BUYING BEHAVIOUR - PERSPECTIVE OF PARENTS

This research explores the impact of visual merchandising on childrens impulse buying behavior within retail environments. With a growing emphasis on marketing to children, understanding the role of visual cues in shaping their purchasing decisions is crucial for both retailers and parents. The study employs a mixed-methods approach, combining observational analysis of childrens reactions to visual stimuli in-store with surveys administered to parents to gauge the extent of impulse buying. The research aims to identify specific visual merchandising elements, such as color schemes, product placement, and interactive displays, which significantly influence childrens impulsive purchasing tendencies. Additionally, the study examines demographic factors, such as age and gender, to assess variations in the susceptibility to visual merchandising techniques. Insights gained from this research can contribute to the development of ethical guidelines for marketing to children and help retailers create environments that balance engaging displays with responsible consumer practices. Ultimately, this research contributes to a broader understanding of the intricate relationship between visual merchandising and childrens impulse buying behavior, providing practical implications for both industry stakeholders and policymakers. KEY WORDS: Visual Merchandising, Window Display, Floor Display, Promotional Signage, Mannequin Display

Armani Exchange: the dilemma of store expansion

Learning outcomes In the light of the case study and the accompanying case study questions, the incumbent would be able to gain a comprehensive understanding on the theoretical underpinnings of retail store expansion, identify the challenges for expanding a brand into emerging markets such as India and apply various marketing strategies aimed at in-depth analysis retail expansion. Learners can further comprehend the importance of brand communication incorporated by the brand to attract its customer subset. Case overview/synopsis It was in December 2022, when Mason Chatterjee, the Indian brand head of Armani Exchange (A|X), was confronted with the managerial dilemma whether launching the second store in the city of Ahmedabad would be a right decision. Another issue that was troubling him was how to go about launching a second store in a city which was not a home to other luxury sublabels. The case study illustrates the decisional aspect of retail expansion adopted by Chatterjee, considering the distinct managerial perspectives. Chatterjee found potential in the city of Ahmedabad, owing to an increased number of high-net-worth individuals and other macro factors. The case study is primarily an outcome of research carried out at A|X store at Ahmedabad One mall, Ahmedabad, for over a fortnight in the month of February 2023. The expansion decision of Chatterjee proved to be a success in the city of Ahmedabad reaching a sales figure of INR 1 crore (US$130,344.11) in the very first month of its launch. However, he was confronted with the managerial dilemma of further expansion, just six months after the launch of the latest expansion. Complexity academic level The case study is intended for advanced undergraduates or postgraduate programs in management or electives such as marketing, retail management and strategic management. It has not only been specifically designed for teaching the concept of retail expansion but can also be used to integrate contexts on brand’s merchandise mix, retail positioning, visual merchandising and brand communication. The case study has an overview of each of these elements. The instructor may choose them into the context for a wider encompassing detailed lesson or particularly on the main aspect of the case. Supplementary materials Teaching notes are available for educators only. Subject code CSS8: Marketing

Enhancing Retail Success: A Comprehensive Analysis of Visual Merchandising Influence on Customer Engagement and Purchase Behavior in Philippine Local Retail Businesses

This study employed a quantitative approach to investigate the influence of visual merchandising practices on customer engagement and purchase behavior in retail stores in Claver, Surigao del Norte. By utilizing a descriptive survey design with 385 customer respondents, the findings revealed that retailers inconsistently observed visual merchandising practices. Despite this, the study identified a significant and high positive influence of these practices on customer engagement and purchase behavior. Notably, through multiple regression analysis, it was found that only window displays significantly predicted both customer engagement and purchase behavior, although the collective influence of visual merchandising practices remained substantial. In essence, the research emphasized the integral role of visual merchandising in encouraging customer engagement and guiding their purchase behavior, highlighting the specific relevance of window displays in this retail context.

Factors that Influence the Decision to Purchase Spotify Premium Services

Objective - The aim of the researcher is to determine the factors that influence the decision to purchase Spotify Premium services. Design/Methodology/Approach - Researchers used a quantitative approach, collecting data using questionnaires among 100 respondents who were or had used Spotify premium at Muhammadiyah University Gresik. The analysis technique used was purposive sampling with the help of software, namely SPSS 24. Research Findings - From the results of the researchers' tests, it was found that visual merchandising had a positive but not significant effect, advertising creativity had a positive and significant effect, e-service quality had a positive but not significant effect, and perceived value had a positive and significant effect. Conclusions and Implications - Advertising creativity and perceived value have a significant positive effect on purchasing decisions for Spotify Premium services. Meanwhile, visual merchandising and e-service quality have no effect. So, to increase purchases of premium Spotify services, Spotify can increase advertising creativity and perceived value, especially for the target market of Muhammadiyah Gresik University students.

A Systematic Review Of Visual Merchandising Practices: Trends, Strategies, And Impacts

The objective of this paper was to examine and understand the research literature in the field of Visual Merchandising (VM) specific to Consumer Goods by undertaking a systematic literature review (SLR) of existing research work pertaining to VM in the Scopus database. For the SLR review, 5 step approach given by Denyer and Tranfield has been followed. By leveraging a systematic literature review using a data‐driven approach, this study provides an overview of the emerging intellectual structure of VM research from the year 1985 till the year 2023 in the Scopus research database. Ten topical clusters were identified: (1) Online VM and consumer behaviour (2) VM and sales (3) VM and consumer perception (4) VM and consumer preference (5) VM & Brand identity & positioning (6) VM & impulse buying behaviour (7) VM & consumer behaviour (8) VM branding and store visit (9) VM & purchase intention (10) Store atmospherics & consumer behaviour. Adapting visual merchandising for e-commerce has become crucial in enhancing the user experience and driving sales, particularly in the fast-paced world of fashion retail. Effective VM on digital platforms hinges on high-quality visual presentations and user-friendly navigation. Simultaneously, VM acts as a cornerstone in cementing brand identity and fostering customer loyalty by resonating with shoppers on an emotional level and reinforcing their connection with the brand. Furthermore, the integration of cutting-edge technologies such as functional near-infrared spectroscopy (fNIRS) and virtual reality is transforming VM, offering immersive and interactive shopping experiences while streamlining the design process for VM strategies. The intellectual structure of the research on VM was studied to offer significant insights on the topic and recent advancements and trends in this research area to provide a guideline to the academicians and researchers for further research opportunities.

Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context

Marketing strategies play a significant role in achieving an organization’s long-term goals and short-term objectives. In order to access and involve with target audience in a dynamic global environment, marketing strategies should be developed in modern competitive business world. Therefore, this research intends to clear the way to a review study about Marketing strategies implemented during COVID -19 pandemic in both global and Sri Lankan context. In fact, the importance of execution of proper marketing strategies as a driving force to gain competitive advantage during post COVID – 19 period in a dynamic business world primarily encouraged the researcher to conduct this study. As a result, investigation and critical review of previous and recent studies in line with the similar phenomena of research studies were conducted in order to absorb important details and findings. Through the review study, it was possible not only to have an understanding about marketing strategies implemented by different organizations under different industries in both Sri Lankan context and global context to combat COVID -19 pandemic to survive in the business but also it was possible to identify some challenges encountered by different organizations during COVID -19 pandemic. As a summary, it was evident through the derived conclusions of the review study that interaction of consumers with online shopping became frequent due to social distance and less movement with physical visit to shops and super markets during COVID -19 pandemic. Further to above, online shopping becomes a main preference by majority of consumers has created a challenging barrier for retailers to encourage people to visit their retail stores although unique elements of visual merchandising are a powerful marketing tool in attracting consumers in various industries. It can also be concluded through the study that consumers prefer to pay a higher price for luxury items or luxury goods associated with good brand reputation while previous studies also reveal that consumer ethnocentrism causes customers to overestimate locally produced items or goods compared to imported items or goods resulting in the rejection of foreign brands. When implementation of current marketing strategies of organizations under different industries both in Sri Lankan context and global context during post COVID – 19 period is considered, social media marketing strategy should be aligned by focusing on interacting more with customers by paying more attention to the aspects of creative content creation, correct targeting on influencers, localisation of brand based on location and proper data collection about consumer needs. Further visual merchandising strategy need to be integrated with online marketing and social media marketing of the organization by offering digitalized real time client experience on the website of the organization by utilising augmented reality concepts since consumers interact more with online shopping nowadays. When it comes to premium pricing strategy, it is vital for organizations to position the product or service in customers’ mind price as a quality indicator specially for products associated with an excellent brand reputation among customers to convey a message that high price indicates high quality. As per the derived conclusions, when consumer ethnocentrism is taken into consideration as a strategy, application of Indigenous Marketing is very useful to promote the requirement of manufacturing locally and buying locally to supplement ethnocentric ideals of citizens by making sure high-quality products and by reminding customers of the value of supporting domestic enterprises.

How visual merchandising influences Generation Z purchasing behaviour in supermarkets

How visual merchandising influences Generation Z purchasing behaviour in supermarkets