marketing, strategies, impulse, purchase

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2. In shop displays andIn shop displays and
their effects ontheir effects on
impulse buyingimpulse buying
Raghavendra KuntheRaghavendra Kunthe
Sandeep Kumar MishraSandeep Kumar Mishra
Siddhalingesh S KoriSiddhalingesh S Kori
Swathi RaghuSwathi Raghu
VinayakVinayak
Shilpa.M.SShilpa.M.S 2
Team-11

3. What is “In shop displays” ?What is “In shop displays” ?
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4. What is Impulse buying ?What is Impulse buying ?
o Unplanned, Spontaneous & Intense urgeUnplanned, Spontaneous & Intense urge to buy.
o Distinguished by the relative speed with which
buying “decisionsdecisions” occur.
o Occurs when a consumer experiences a suddensudden,
often powerfulpowerful and persistent urgepersistent urge to buy
something immediately.
o It may stimulate emotional conflictemotional conflict.
o Irrational purchase is because of: fun, fantasy and: fun, fantasy and
socialsocial pleasure.
o Consumer often regretregret their purchase after
purchasing.
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5. Factors affecting impulsive buyingFactors affecting impulsive buying
• Internal factorsInternal factors
– Mood of the individual, positive mood triggers
impulsive buying.
– Impulsive buying is more a need than a want.
– Potential entertainment and emotional worth of
shopping.
• External factorsExternal factors
– Windows display
– Visual merchandising
– In-store form display
– Promotional messages
– Word of mouth information
– E-commerce 5

6. Impact of impulsive buying on theImpact of impulsive buying on the
consumerconsumer
 Disturbs the overall financial budget.
 Often gives product dissatisfaction and less
alternatives are considered.
 People often have post purchase regret.
 Irrational decision making, being more
emotional.
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7. Why and When people buyWhy and When people buy
impulsively?impulsively?
Some say that it acts as a stress reliever.
Perceive it as the best buy of that time/day.
Consumers have extra money in their budget.
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8. Types of Impulsive buyingTypes of Impulsive buying
Pure impulsive purchase
Reminder impulsive purchase
Suggestive impulsive purchase
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How are connections with productsHow are connections with products
formed?formed?
Physical connection
Temporal connection
Social connection

9. Major ManipulatorsMajor Manipulators
Sweet Fragrance of Retail stores
Background Music
Color Cues
“Research shows that when people touch
things they’re more likely to buy them “
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10. Display TypesDisplay Types
One Item Display
Line of Goods Display
Related Merchandise Display
Variety Display
Display SettingsDisplay Settings
Realistic
Environmental
Semi realistic
Fantasy
Abstract 10

11. WindowWindow
DisplaysDisplays
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12. Store Design, Layout, VisualStore Design, Layout, Visual
MerchandisingMerchandising
 Store as a “good story” – a Beginning, Middle, EndBeginning, Middle, End
 EntranceEntrance sets up the story – creates
expectations, contains promises, hints, teases.
 InsideInside the store is the middle of the story
 Should start slow (uncluttered) to allow
consumers to orient themselves.
 Should lead customers on a journey of
discovery, using layout, lighting, visuals,
other atmospherics.
 CheckoutCheckout area is the store’s climactic ending.
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13. Checkout (Conclusion)Checkout (Conclusion)
In shop displays and
their effects
Impulse buying
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