literature review for visual merchandising

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

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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.

Article Details

Prachi dhillon.

Symbiosis International (Deemed University), Pune, Maharashtra

Dr. Sujata Joshi

Symbiosis Institute of Digital and Telecom Management, Symbiosis International (Deemed University), Pune, Maharashtra

Sherjung Singh Dhillon

Independent Researcher), Director, Defence forces

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THE IMPACT OF VISUAL MERCHANDISING ON CONSUMER BEHAVIOUR IN COMPARISON WITH LUXURY AND RETAIL BRANDS

This study aims to find out how and to what extent outlets incorporate visual merchandising that appeals to the customers and lead to a potential purchase. Retail business in India is booming and there is a fierce competition between the retailers. Fashion retailers cannot always depend on the Price, Place, Promotion, and Product cannot always win. An empirical study is aimed to find out the impact of visual merchandising on customer preference analysis in malls in Delhi. The study was based on a primary data and which was done through a questionnaire. The survey data was collected from 100 respondents in retail brands and 60 respondents in Luxury brands between the ages of 18 – 60 years in DLF Emporio, DLF Promenade mall, Ambience Mall Delhi. The dimension of visual merchandising i.e. window display, instore mannequin, floor merchandising promotional signage, proper lighting and good music in stores are an important visual merchandising element. These elements are studied and results reveal the importance of visual merchandising in fashion stores and its comparison in visual merchandising between retail and luxury brands.

Related Papers

https://www.ijrrjournal.com/IJRR_Vol.7_Issue.6_June2020/Abstract_IJRR0060.html

International Journal of Research & Review (IJRR)

In this millennium the organized fashion retailing is no longer selling, displaying the apparels or the customer service where Visual merchandising plays an important role. Visual merchandising is a presentation of merchandise to best-selling advantage and for maximum traffic exposure, plus projection of customer “ready-to-buy”. Visual merchandising creates the in-store environment that supports the retailer’s marketing and merchandising strategies which sets the mood, invites, attracts, welcomes and informs the shoppers. In this study an attempt has been made to identify the awareness among the consumers about the visual merchandising in particular to the fashion apparel retail stores. About 175 questionnaires were distributed randomly to the customers of different types of fashion apparel stores in malls situated in Chennai, Tamil Nadu, India. Out of which 149 were responded. The response rate works out to 85.14%. The concept of visual merchandising has been analyzed using 13 variables such as Color & lighting; Fragrance & music; Interior wallpaper &carpets; Thematic display: the story behind; Arrangement; Ease of access; Employee team; Variety & Volume; Arousal; Dominance; Perceived Store Luxury; Pleasure and Store choice in a five point scale. The alpha value for all the 13 variables works out to 0.8579 which indicates that the variables are good for the study. The factorial method of data reduction technique enabled to group the variables in to three components and the components were named as Ambience/Décor; Merchandise; and Perceived Store Luxury, Emotions and Choice. The alpha value for all the three factors were 0.7736; 0.8100 and 0.8250 which indicates that all the variables are acceptable in nature for further study. The first three preferences of Ambience/décor were Color & lighting; Fragrance & music; and Interior, wallpaper &carpets. In the case of merchandising the preference were Variety & volume of merchandise; ease of access to merchandise; and Employee team. In the case of Perceived Store Luxury, the preferences were Perceived Store Luxury; Emotions and Store Choice. In this study SEM model has been employed to indicate the strength of the relationships between the factors taken for the study. In all the study indicates Fragrance, Interior and arrangement of merchandise were expected to have top preference.

Proceedings of the Proceedings of the 9th Annual International Conference on 4C’s-Communication, Commerce, Connectivity, Culture, SIMSARC 2018, 17-19 December 2018, Pune, MH, India

Vaishali Mahajan

Dr. Aditya Upadhyay

This research paper is the outcome of a study of Visual Merchandising Elements of an apparel retail store and their impact on behaviour of customers. It is an attempt to identify the most appealing elements of VM. The general purpose of Visual Merchandising is to attract, invite, educate and motivate the customers to purchase merchandise being sold in the store.

Rahul Jadhav

The study aims to find out how and to what extent retail apparel outlets incorporate visual merchandising in retail stores in Ludhiana. The survey method was followed to conduct the study and data were collected through Interview schedule and convenient sampling. Ludhiana was selected as locale of the study. The major findings showed that almost all the stores exhibits creative and interesting displays that incorporate aesthetic principles with basic merchandising techniques to inform and educate potential buyers about the products. Moreover displays are frequently changed to promote new product launches, merchandise assortment, brand names and reflect festive or season themes such as Christmas, New Year, Spring or Summer. All the stores allocate specific budget for their displays. It was further found that almost all the stores employed different elements such as mannequins, lightning, scents, music, layouts, props, fixtures for enhancing their store ambience and attracting custome...

Madalena Pereira , J.M. Lucas

This research represents a contribution to a deeper understanding about the impact of visual merchandising on consumer buying behaviour in shopping centre fashion stores. The main objective of this paper is to study the influence of visual merchandising, especially the one related to the shop-windows, on consumer buying behaviour according to sex, and to store attributes most valued by consumers. To attain this objective, a questionnaire was sent out to Portuguese fashion consumers by e-mail. The data was then submitted to multivariate statistical analysis. The main results of this research demonstrate differences not only in the store attributes valued by consumers but also sex differences in consumer buying behaviour according to the merchandising techniques used. in store window displays. Keywords: Fashion Stores, Visual Merchandising, Shop window, Consumer Buying Behaviour

INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

James Tetteh Ademtsu

In the dynamic and competitive landscape of textile retailing, creating an appealing and engaging in-store environment is paramount for attracting customers and influencing their purchasing decisions. Visual merchandising, the strategic presentation of products and the overall store environment to encourage sales (Anim & Cudjoe, 2020; Quartey & Abor, 2019), has emerged as a critical tool for retailers to differentiate themselves and drive consumer behaviour. This research aims to investigate the effect of visual merchandising on consumer behaviour within the context of textile retail stores in Ghana. Ghana's textile industry boasts a rich heritage and plays a significant role in the country's economy (Abaka-Quansah et al., 2020; Debrah & Adu-Amankwaah, 2018). However, with increasing competition from imported textiles and evolving consumer preferences, Ghanaian textile retailers face the challenge of creating compelling in-store experiences to attract and retain customers (Akrong & Agyedu-Baffour, 2020; Anning-Dorson, 2018). Understanding the impact of visual merchandising on consumer behaviour can provide valuable insights for retailers to optimise their strategies and enhance their market position. This paper begins by introducing the concept of visual merchandising and its importance in the retail industry. The research objectives and the study's theoretical framework, grounded in consumer psychology and retail atmospherics, are then presented. A comprehensive literature review explores recent research on visual merchandising and its influence on consumer behaviour, highlighting key elements such as store layout, product displays, signage, and ambiance. The methodology section details the mixed-methods approach employed, combining observational

Pinaki Mandal

The supermarket concept was initially started in South India at 1980’s and the particular industry began to expand after the year 2000. The supermarket industry is at the growing stage of the Industry Life Cycle. The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in South India. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the area of Chennai, Kochi, Warangal and Mangalore. 200 respondents were selected for the sample. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their store choice decisions. Visual Merchandising was grouped into four variables namely Lighting, Design Layouts, Product Display and Cleanliness. The secondary data were collected from published sources. The study revealed that the influence emerged from Product Display and Cleanliness on consumer store choice decisions is very significant. The Lighting and Design Layouts moderately influenced their store choice behavior. The overall conclusion is that visual merchandising has significant impact on store choice decision of customers in South India.

AARF Publications Journals

Visual merchandising (VM) is a presentation of merchandise to best-selling advantage and for maximum traffic exposure, plus projection of customer "ready-to-buy". VM creates the in-store environment that supports the retailer's Marketing and merchandising strategies. In this study an attempt has been made to identify the awareness among the consumers about the visual merchandising. About 175 questionnaires were distributed randomly to the customers of different types of fashion apparel stores in malls situated in Chennai, Tamil Nadu, India. Out of which 149 were responded. The response rate works out to 85.14%. The concept of visual merchandising has been analyzed using 11 variables such as Billing counter; Gender/age division; Landscape; Ease of Navigation; Trial room; Appropriate use of props; Ensemble; Focal point; Signage; Store atmosphere and Window display. The factor method of data reduction technique grouped the 11 variables into two components such as Emphasis and Layout. The alpha value for all the variables works out to 0.8626 which indicates that the variables taken up for the study were good. The SEM model of two factors, emphasis and layout considered as duality factor were more important for Visual Merchandising. The study indicates that the in-store environment should concentrate on the store layout and emphasis on Interior displays.

International Res Jour Managt Socio Human , Dr. Shakil A N W A R Siddique

Reshaping has become a key phenomenon. Shopping by an individual at one time was need based and also was mainly merchandise centric. The customer was mainly focusing on the price and other attributes of merchandise. A concept of visual merchandise holds its root was back to the days of barter system. In the retail store the visual merchandising itself act a silent sales person and tool which help the customer to focus on the individual product and also help to create awareness among the customer in apparel sector. The role of visual merchandising in a retail store is develop a positive aspect regarding the buying decision of a consumer and it also help to convert the impulsive customer into positive consumer. At present this research paper is an attempt to understand the customer satisfaction, its buying behavior and effect of visual merchandising.

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A Comprehensive Literature Review on Visual Merchandising, Consumer Ethnocentrism and Premium Pricing Adopted by Different Industries in Sri Lankan and International Arena.

18 Pages Posted: 18 Nov 2021

Mihiri Wimalasena

Uva Wellassa University, Sri Lanka

Date Written: November 12, 2021

This paper reviews the implementation of Visual Merchandising, Consumer Ethnocentrism, and Premium Pricing as Marketing Strategies, which various industries have adopted in the Sri Lankan Context and Global Context. Further, the paper evaluates the three marketing strategies under three sections. The first section of the paper delivers an overview of three marketing strategies. The second section of the study empirically review Visual Merchandising, Consumer Ethnocentrism, and Premium Pricing. The author empirically evaluates visual merchandising with respect to the Retail Supermarket Industry. Secondly, the author empirically evaluates Consumer Ethnocentrism with regards to Handloom Industry, FMCG Industry, and Dairy Industry in Sri Lanka. Thirdly the author empirically evaluates the premium pricing as a marketing strategy with respect to the Tea Industry, Organic Rice Production, Wine Industry, and Green Products. In conclusion, the author illustrated the drastic changes in Visual Merchandising, Consumer Ethnocentrism, and Premium Pricing with respect to the COVID 19 pandemic.

Keywords: Visual Merchandising, Consumer Ethnocentrism, Premium Pricing, Consumer Buying Behavior, Marketing Strategies

Suggested Citation: Suggested Citation

Mihiri Wimalasena (Contact Author)

Uva wellassa university, sri lanka ( email ).

2nd Mile Post Passara Road Badulla, Uva Province 90000 Sri Lanka

HOME PAGE: http://www.uwu.ac.lk/

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