Impact of Visual Merchandising

SEMINAR REPORT SUBMITTED TOWARDS THE PARTIAL
FULFILLMENT OF UNDER GRADUATE DEGREE
Impact of Visual Merchandising on
Consumer Buying Behaviour
SUBMITTED BY:
ANUJ GUPTA
A39o6414554
BBA (2o14-2o17)
Roll No. : E-65
Faculty Guide: Dr. Priya Solomon
Course & Batch: BBA (G)/2o14-17
Amity University, Uttar Pradesh

Abstract
The field of Visual Merchandising is developing quick as the Indian retail is
making its nearness felt in national and global field. Today's savage rivalry and the
similitude of stock compel every section of the design business to use visual
promoting to enhance the attractive quality of items. Attire retailers, particularly,
put more significance on visual promoting to separate their offerings from others'.
Retailers can help clients to locate the right items through centred marketing,
clever store outline and format, and other visual promoting practices, for example,
item shows, bundling, and signage. This study speaks to a commitment to a more
profound comprehension about the effect of visual marketing on purchaser
purchasing conduct in shopping stores. The primary goal of this paper is to
examine the impact of visual promoting, particularly the one identified with the
shop-windows, on shopper purchasing conduct as per store traits most esteemed
by customers.

Table of Contents
Serial Number Subject
1. Certificate of origin
2. Acknowledgement
3. Abstract
4. Introduction
5. Retailing Industry
6. Changing Consumer Preferences
7. Visual Merchandising
a. Tools used in VM
8. Understanding Consumer Behaviour
a. Visual Merchandising and Impulse Buying
9. Research objectives
10. Research Methodology
11. Research Findings and Analysis
12. Conclusion
13. Appendix

Introduction
Visual Merchandising (VM), or visual presentation, is the way to impart a
store/organization's design worth and quality picture to imminent clients. "The
reason for visual marketing is to teach the client, to improve the
store/organization's picture, and to energize various deals by indicating clothing
together with extras". It reminds individuals to purchase by appealingly displaying
items or administrations at a basic crossroads in the purchasing procedure. It
incorporates window shows, inside showcases, and outside presentations.
Enhancing glass customer facing facades, beautiful signs, imaginative window
shows, viable store format and plan, lighting, extravagant covering, and brilliantly
painted dividers are all components of an aggregate visual marketing program. In
spite of the fact that it is generally connected with retail organizations, it is
additionally part of the limited time blends of different sorts of organizations that
business sector merchandise or administrations.
Shopping centers, hyper markets, Branded outlets and even little time retailers
know now that these spots are a prominent home base spots for youngsters. India
is on a way of getting to be shopper driven society populated by one of the quickest
developing white collar classes in Asia. Here the rationality of Mahatma Gandhi
"Purchaser is the King" must be the managing power. Window shopping,
shopping centre jumping, eating out , obvious utilization, moving and shopping in
gatherings is best time go for even the most solidified purchasers.
The Indian purchaser now requests best in class administration, worldwide
standard of the item, and global level of shopping knowledge. In perspective of
this pattern the VM, in India, is quick rising as a lucrative and much looked for
after calling.

Retailing Industry
The retail division has been in charge of India's development story. The area has
advanced significantly from conventional town fairs, road vendors to dazzling
shopping centers and rich outlets, developing from quality to quality. As per the
Indian Council for Research on International Economic Relations (ICRIER), India
is the seventh-biggest retail advertises on the planet, and is relied upon to develop
at a CAGR of more than l5% till FYl4. In FYl2 retail deals achieved Rs. l5, 3oo bn
and adding up to around 38% of India's GDP at current business sector costs. As
per the Central Statistical organization (CSo) gauges, the aggregate local exchange
(both retail and wholesale) constituted l3.o% of nation's GDP in l999-2ooo, which
has gone up to l6.l% in FYl2.
Amid the most recent couple of years, the Indian retail advertise has seen
extensive development in the composed fragment. Real household players have
entered the retail field and have aspiring arrangements to extend later on years
crosswise over verticals, configurations, and urban communities. For instance,
organizations like Reliance, Tata, Bharti, Adani Enterprise, have been putting
extensively in the blasting Indian retail area. Furthermore, various transnational
enterprises have additionally set up retail chains in a joint effort with huge Indian
organizations.
The Indian retail area is profoundly divided and the chaotic part has around l3
million retail outlets that record for around 95-96% of the aggregate Indian retail
industry. Nonetheless, going ahead, the composed part's development potential
will increment because of globalization, high monetary development, and evolving
way of life.
Additionally, high purchaser spending throughout the years by the youthful
populace (more than 3l% of the nation is beneath l4 years) and sharp ascent in
extra cash are driving the Indian sorted out retail segment's development. Indeed,
even residential areas and urban areas are seeing a noteworthy movement in
buyer way of life and inclinations, and have in this way rose as alluring markets
for retailers to grow their nearness.

In spite of the fact that the development potential in the part is huge, it is not
without difficulties that could moderate the pace of development for new
participants. Inflexible directions, land costs, high work force costs, absence of
essential foundation, shrinkage, and exceptionally focused residential retailer
gatherings are some such difficulties. Furthermore, asset requirements at
shopping centre ventures are additionally postponing finish and disturbing
numerous retailers' entrance procedures.
The purchaser market in the created nations is immersing, and thusly, enormous
retail organizations in those nations are progressively growing their impression in
developing nations like India, China, and Russia. Despite the fact that loo% FDI is
not allowed in the retail division, India keeps on drawing in driving worldwide
retailers to begin retail business through neighbourhood cooperation. For
instance, as of late, Wal-Mart has opened its first store at Amritsar (Punjab) in a
Joint Venture (JV) with Bharati Enterprises, and it likewise wants to grow its
impression to different parts of India. The way that the entrance of sorted out
retail in BRIC nations is much lower than the created nations is going about as an
additional preferred standpoint for these retail mammoths.

Changing Consumer Preferences and
Shopping Habits
The prime purpose behind an outlook change in the shopping demeanour of the
Indian purchaser is the adjustment in their inclinations and tastes. Because of the
expanding utilization of IT and telecom, Indian buyers have gotten to be mindful
of brands and shops for way of life and quality brands as indicated by the need
and event. Customers will keep on driving the development in the composed retail
by extending the business sector and convincing retailers to enlarge their offerings
regarding brands and as far as assortment.
Changes in way of life have achieved an outlook change in utilization, which will
without a doubt keep on driving retail development in portions like excellence,
social insurance, telecom, and amusement. In addition, the rising range of media
scope is expanding customer mindfulness about items, their costs and
administrations, which is liable to advance energize development in the sorted out
retail portion.
Evolving Demographics: India is one of the most youthful and biggest buyer
markets on the planet with a middle time of around 25 years, which is the least as
contrasted and different nations. As indicated by evaluations, India's middle age
would be 28 by 2o2o. It is normal that more than 53% of the populace will be less
than 3o years old by 2o2o, which implies that the potential for the Indian retail
portion will be tremendous. Another in addition to about this populace is that they
will be more dynamic than the past eras in light of the fact that their utilization is
driven by needs as opposed to needs. Along these lines, the sorted out retailing,
which blossoms with way of life items, is relied upon to get a help as a result of the
youthful populace by 2o2o.
Increment in Working Population: India is the second-biggest nation on the
planet as far as populace, and is the biggest purchaser markets on the planet
inferable from its good demographics. In 2oo8 India's working populace (in the
l5-49 years age bunch) constituted around 53% of the populace as contrasted and
48.6% in the UK, 49% in the US, and 53% in Russia. Further, the expansion in the

quantity of working ladies has fuelled the development in offers of optional things.
There has been a 2o% expansion in the quantity of working ladies in the most
recent decade.

Visual Merchandising
The Retail business is blasting nowadays, be that as it may, alongside this; it
additionally welcomes a considerable measure of rivalry. With the extensive
measure of alternatives that clients have nowadays, it is extremely troublesome for
business to draw in clients and increment client devotion. one approach to do as
such is through successful visual promoting. More retail organizations have begun
putting concentrate on the craft of visual promoting to expand footfalls and hence,
expanding deals.
Visual marketing regularly happens in retail spaces, for example, stores and
exchange appears. The presentation windows, props (stage properties),
mannequins, inside dividers, counter shows, floor arrangements and vignettes, all
contain the retailer's visual marketing endeavours. It helps in:
• Educating the clients about the item/benefit in a viable and innovative way.
• Establishing an imaginative medium to present stock in 3D environment, in this
manner empowering durable effect and review esteem.
• Setting the organization separated in a select position.
• Establishing linkage between styles, item plan and advertising by keeping the
item in prime core interest.
• Combining the innovative, specialized and operational parts of an item and the
business.
• Make it less demanding for the client to find the coveted classification and stock.
• Make it less demanding for the client to self-choose.
• Make it workable for the customer to co-ordinate and embellish.
• Recommend, highlight and exhibit specific items at key areas.

Tools and Techniques Used for Visual
Merchandising
Visual marketing expands upon or increases the retail plan of a store. It is one of
the last stages in setting out a store in a way clients find alluring and engaging.
Numerous components can be utilized by visual merchandisers as a part of
making showcases including shading, lighting, space, item data, tangible
information sources, (for example, notice, touch, and sound), and also
innovations, for example, advanced presentations and intuitive establishments.
Plan-o-gram: These rules depend on a Visual Plan .The visual arrangement is a
real photo, a hand drawn delineation or realistic presentation of a showcase. It is
otherwise called an arrangement o-gram. An arrangement o-gram is simply a
photo of how different apparatuses, retires and dividers will show your stock. It is
a basic yet an intense idea since it thinks about examination on purchasing
propensities for buyers. Making an arrangement o-gram constrains the retailer to
precisely assess which items go where and what number of will be shown.
obviously, it additionally incorporates building and outlining a store space that
comprehends the topic, usefulness and business suitability of the style retailer. A
compelling store configuration can as a rule achieve a great deal a greater number
of offers than a generous use on a promotion battle. It permits visual
merchandisers to arrange the game plan of stock by style, sort, size, cost or some
other classification. It additionally empowers a chain of stores to have the same
stock showed in a sound and comparative way over the chain.
Window Displays: Window showcases can impart style, substance, and cost.
Show windows may likewise be utilized to publicize regular deals or advise
passers-by of other current advancements. The fundamental objective of
presentation is to showcase the items inside the general showcase zone. Clients
offer three to five seconds of their consideration regarding window show. The
retailer's visual message ought to be passed on to the client in that brief
timeframe. The course of action of window presentation ought to run with the
item and ought not to stifle them to make it perceptible to the eye.

Props are things utilized for presentation purposes like mannequins, subject based
items and frill. Very particular props manufactured from an assortment of
materials are accessible/made by specialists for VM. Mannequins are the most
broadly utilized props for Visual Merchandising as a part of style. Today, one can
look over different sorts like theoretical, explained, custom, ethnic, headless or
junior, to give some examples.
Colours: Colour is a standout amongst the most intense instruments in the
Visual Merchandising fragment. It is a visual perceptual property. Hues can be
connected with feelings, uncommon events and sexual orientation. It draws in
consideration and manoeuvres more clients into the store. A retailer needs to
concentrate on the right decision of shading that would coordinate with the topic
of showcase. It is unrealistic to fulfil everybody constantly, except it is conceivable
to develop the essence of clients step by step and intentionally.
A right decision of hues in the presentation things can transform walkers into
plugs and essentially change over them into clients. It is along these lines
compulsory to pick the right shading for the right topic of showcase. A Halloween
presentation would require dark shading in the showcase subject. Valentines topic
ought to be ruled by red shading supplemented with pink and white. A showcase
of child adornments ought to reflect light shades of pink and blue hues. A
Christmas showcase ought to contain shades of red, green, gold and silver.
Show Themes to Support the Product: A topic is a showcase of offer things
of comparative classes, e.g., a presentation of kitchen extras. It is fundamental to
have topics for all retail shows. They can be sentimental, wild, or impulsive, and
catch individuals' creative impulses. A decent subject will bait the client with a
shopping state of mind into the store.
Topics for the most part rely on the retailer's creative energy and imagination.
Concentrating on the right subject as opposed to making a presentation with
costly crude materials is the way to fruitful window show. A shoe store topic can
be a gathering of mythical people purchasing shoes. A subject for showcase of
easy-going wears can be a gathering of mannequins sitting coolly at a party in
various stances. Related subjects will pull the heartstring of the clients and will
pay off.

Store layout or Floor Plan: Clear entries are accommodated items, which
require touch and feel. All motivation buy driven items are additionally
unmistakably shown so that the clients can contact them with no block. likewise, it
has been watched that when a man goes into a room, the human eye moves in a Z
design, i.e., from back left of the space to right back, trailed by front left of the
space to front right. Consideration ought to be taken to do up the back left end of
the room in an engaging way in order to manage the heading of vision and keep a
customer outwardly intrigued.
Lighting: A lot of exploration has been attempted on the effect of lighting on a
client's buy conduct. Comes about obviously demonstrate that all in all, stores that
are splendidly lit, with the lights keenly mixing with the insides lead to higher
client solace, and all things considered, more deals. Diverse sorts of lighting and
insides are utilized on various floors, the change mirroring the different items that
are in plain view on a specific floor, the proposed target gathering of people and
the time.
The women floor, for case, is frequently unpretentiously lit with delicate lights or
of course, in summers, cool pale blue lights are utilized to affect an impression of
coolness and solace. The watchful utilization of spotlights adds to the claim of
items, for example, gem and adornments. Thinks about demonstrate that
legitimate lighting can expand stock deals by up to 2o%. Compelling lighting is a
key in the offer of stock in making that good early introduction of the stock and its
environment. Great lighting can direct the client's eyes, uncover the shading and
cut of the stock, demonstrate the styling and fitting points of interest and
accentuate the great characteristics of the outfit, helping the stock to be pre-sold
to client.
Signage: Signage identified with different item segments is set up plainly to
delineate regions, permitting clients a reasonable comprehension of what is
supplied where. With different brands having their own force, image signage are
additionally set up inside the item areas so clients can locate their most loved
brands effectively. Furthermore, inside the item segments, signage plugs the
different limited time conspire that may keep running in the store.

Stores additionally make utilization of signage's to demonstrate the
offices/administrations accessible at the store, for example, washrooms, bistro,
and so on. legitimate signage has been appeared to build the offer of a thing by
more than 4o%. As much as 8o% of all deals are produced at the Point of Purchase
(PoP) by signage, presentations and occasions inside the store. Signage is the
"noiseless sales representative" for the retailer and must mirror the right brand
picture. There are different sorts of signage. For instance:
• "limited time" signage which educates the client about off value occasions or
plans;
• "Area" signage which guides the purchaser to particular divisions or stock;
• "Institutional" signage which gives data on store strategies, magnanimous
occasions, and so on; and
• "Educational" signage gives item related data like unique elements, benefits,
sizes, cost, and so forth.
HR: Most stores have an in-house group of visual merchandisers who coordinate
with the showcasing group and additionally the in-house merchandisers and
suppliers. Every time any significant changes in style are mulled over, they
introduce the visual showcase ideas to the gathering for examination and
determination. Along these lines, the same is executed. The visual marketing
group additionally makes projections visa-vis returns per sq. ft. for every area and
every brand loaded. on advancements related visual marketing, the contributions
of the publicizing organization are additionally looked for so that the in-shop
correspondence is in accordance with the strategic advancements promoting.
With expense of visual promoting for the most part adding up to l% of offers, this
is one specialized device that obviously has an edge over others as far as attracting
customers, expanding stream of activity and expanding deals.

Understanding the Consumer
Behaviour
Buyer conduct contemplates have affirmed that the bait of a wonderfully done up
show window and an elegantly brightened veneer, as a general rule, demonstrate
compelling as they stroll into look at what is on offer. It additionally guarantees
selectiveness since no two stores ought to resemble the other alike. In addition,
when the disposition and subject of such shows change at standard interims, it
verifies that the store stays top of brain.
Faithful clients have frequently been known not to sit tight for the following
presentation. "Stickiness" in retail arrangements is likewise guaranteed by the
creative utilization of hues, lighting, space furniture and visual components as to
in-store shows.
When clients stroll in, it is however basic to guarantee that they make the most of
their first experience with the store. All things considered, rehash visits will just
happen if a client's first visit is a significant one. The legitimate game plan of
counters, with clear paths considers simple access to stock.
As opposed to losing all sense of direction in the labyrinth that most substantial
stores are, the client feels more in control. Space is apportioned to different item
classifications considering the quantity of items supplied and retires/counter
space necessities are worked out likewise.
Think about show that a retailer has approximately seven seconds to catch the
consideration of a passing client. The accompanying components consolidate to
shape a particular picture that not just connects and gets the client's
consideration, additionally makes a positive impression inside those valuable
seconds. The picture producers are: an identifiable store name, an effective visual
trademark, an unmistakable customer facing facade, an enticing passageway and a
steady and convincing store look and snare.

Visual Merchandising In Relation To Impulse
Buying Behaviour
In-store skimming might be a connection amongst inside and outside elements, as
an imperative segment in the drive purchasing process and additionally a
connection between customers' motivation purchasing conduct and retail settings
including outside and inside presentation. As a client searches longer, she/he will
tend to experience more jolts, which would tend to build the like hood of
encountering motivation inclinations. This backs conceptualization of drive
purchasing as a reaction to the purchaser's introduction to in-store boosts.
Customers may really utilize a type of in-store wanting to finish their aims. The
store boosts serves as a sort of data help for the individuals who go to the store
with no fate of what they need or purchase, and once they get into the store, they
are helped or get a thought to remember what they may require in the wake of
checking out the store.
As it were, shopper's drive purchasing conduct is reactions made by being stood
up to with jolts that incite a craving that at last inspire a buyer to settle on a
spontaneous buy choice after entering the store. The more the store jolts, for
example, visual promoting, serves as a shopping help, the more probable the
likelihood of a yearning or need emerging lastly making a motivation buy.
The significance of window showcase in connection to buyers' purchasing conduct
has gotten negligible consideration in the writing. In any case, since a customer's
decision of a store is affected by the physical appeal of a store (Darden et al.,
l983), and the early introductions of the store picture is ordinarily made at the
façade level, it can be recommended that window showcase may impact, in any
event tosome degree, buyers' decision of a store when they don't set out with a
particular motivation behind going by a specific store and acquiring a specific
thing. The underlying stride to inspiring clients to buy is getting them in the
entryway.

Research objective
 To understand visual merchandising and its forms
 To understand the relation between visual merchandising and impulse
buying
 To Analyse the Impact of Visual Merchandising on Consumer Behaviour
Towards

Research Methodology
PRIMARY DATA:
My analysis is entirely based on primary data where I have done a survey to know
the perception of consumers and their purchasing behavior, attitude and
expectations.
SECONDARY DATA:
Secondary data is the data that has been collected other than the original
information in hand. Secondary data is collected rapidly and at a low cost. The
secondary data has been gathered from websites.

Research Findings and Analysis
What is the most influencing feature driving you inside the store ?
l2%
2o% 2o%
l6%
l6%
l6%
Store Exterior Graphics and Signage 4 l6%
Window Display Setting 4 l6%
outer Glimpse ofStore 4 l6%
Kind of Merchandise on display 5 2o%
Brand Name and logo 3 l2%
Promotional offering at the entrance ( Sale / Discounts) 5 2o%
What is the most noticed feature inside store display?
4o%
l2%
2o% 28%
Bold Graphics 7 28%
Music and lighting 5 2o%
Mannequin Styling 3 l2%
Creative Product Display lo 4o%
You choose to enter in a store because of Attractive Mannequin and Window
display ?

24%
8%
44%
24%
Strongly Agree
Agree 11
Neutral 6 24%
Disagree 2 8%
Strongly Disagree - 0 0%
You choose to shop in an outlet with good layout, moving /browsing space and
ambiance?
36%
l2%
52%
Strongly Agree 13 52%
Agree 9 36%
Neutral 3 l2%
Disagree o o%
Strongly Disagree o o%
Exterior Store Signage and graphics compel you to enter a store ?
28%
l2%
56%
Strongly Agree 3 l2%
Agree l4 56%
Neutral 7 28%
Disagree l 4%
Promotional offerings at store entrance is driving force to enter a store ?

32%
24%
Agree 6 24%
Neutral 8 32%
Disagree 4 l6%
In store lighting and music enhances your shopping experience ?
32%
48% l6%
Agree l2 48%
Neutral 8 32%
Disagree l 4%
In store Merchandise and Mannequin display promotes impulsive buying ?
2o%
8%
52%
2o%
Strongly Agree 5 2o%
Agree l3 52%
Neutral 5 2o%
Disagree 2 8%

Do you notice price talkers near merchandise and mannequin displayed at
the entrance window while entering the store ?
28%
2o%
l2%
4o%
Agree lo 4o%
Neutral 7 28%
Disagree 5 2o%
Do you feel price talkers promote impulse buying ?
24%
4o%
8%
28%
Strongly Agree 2 8%
Agree 7 28%
Neutral lo 4o%
Disagree 6 24%
Do you think in store communication elements like tent cards, banners, floor
vinyl, graphics enhance merchandise display and affect customer purchase
decision ?
6o% 8%
28%

Agree 15 6o%
Neutral 2 8%
Disagree 1 4%
Which 3 out of below according to you is the most effective silent selling tool and
has strongest impact on customer purchase decision ?
Store Exterio…
Window Displ…
Kind of Merc…
Brand Name…
Prom otional…
Point of Sale…
Ceiling suspe…
Display table
Floor Vinyl a…
lighting , Mu…
o.o 3 .5 7 .o lo.5 l4 .o
Store Exterior Graphics and Signage 9 36%
Window Display 9 36%
Kind of Merchandiseon display 9 36%
Brand Name and logo ll 44%
Promotional offering l5 6o%
Point of Sale Display o o%
Ceiling suspended props and talkers l 4%
Display table 5 2o%
Floor Vinyl and in store wall graphics 4 l6%
lighting , Music and Store Space 5 2o%

This research presents the results of an initial investigation on “visual merchandising” and
its effects on purchase behaviour. The research utilizes semi-structured interviews with a
small sample. The primary research was carried out by using an email based
questionnaire.
The findings reveal that people are most swayed by the Merchandise Display and the
Promotional offerings outside a store, with 2o% positive response each. on the other hand,
Brand Name and logo play the least role in this, with only l6% responses.
The findings also reveal that people do pay an attention to details such as lighting and
browsing space and these factors play an important role in the buying behaviour of the
customers.
Some of the notable factors that affect a consumer’s buying behaviour are:-
 Creative Product Display
 Music and lighting
 Browsing Space
 layout and Ambiance
 Exterior Store Signage and promotional offerings
 Price Talkers and Mannequin Display

Conclusion
Because of expanding rivalry and the similitude of stock, retailers use visual marketing to
separate their offerings from others' and also to enhance the allure of items.
Since drive purchasing is an inescapable part of buyers' practices and a point of
convergence for vital showcasing arrangement, discovering variables that impact
customers' motivation purchasing inclinations and choices and endeavouring to control
these affecting variables through key promoting and marketing action is basic for retailers
keeping in mind the end goal to make due in furious rivalry.
This study will give data in the matter of why visual promoting ought to be viewed as a key
part of a key advertising arrangement in backing of offers increment and positive
store/organization picture. This concentrate additionally will give experiences to retailers
about sorts of visual marketing that can impact shoppers' motivation purchasing practices.
The outcomes recommend that the topics that connected most emphatically to buy goal
were: stock hues, presentation style, consciousness of apparatuses, way finding, tangible
characteristics of materials and lighting. Starting discoveries propose that enjoying of
showcase does not absolutely decide buy, but rather makes it four times more probable.
These visual promoting works on, serving as jolts that incite a longing that eventually
spurs a shopper to settle on an impromptu buy choice after entering the store, essentially
impact buyer's drive purchasing practices.
The discoveries of this study demonstrated adequate confirmation that retailers can use
visual promoting to build allure of items and to help clients monitoring the items and in
addition to make good dispositions.

Appendix
Impact of Visual Merchandising
This is a survey for analyzing the Impactofvisual merchandising on customer decisions for apparel/
footwear stores choice.
1. What is the most influencing feature driving y ou inside the store ? *
Mark only one oval.
Store ExteriorGraphics and Signage
Window Display Setting
outer Glimpse ofStore
Kind of Merchandise on display
Brand Name and logo
Promotional offering at the entrance( Sale / Discounts)
2. What is the most noticed feature inside store display ? *
Mark only one oval.
Bold Graphics
Music and lighting
Mannequin Styling
Creative Product Display
3. Y ou choose to enter in a store because of Attractive Mannequin and Window display ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
4. Y ou choose to shop in an outlet with good layout, moving /browsing space and ambiance ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
5. Exterior Store Signage and graphics compel you to enter a store ? *

Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
6. Promotional offerings at store entrance is driving force to enter a store ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
7. In store lighting and music enhances y our shopping experience ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
8. In store Merchandise and Mannequin display promotes impulsive buying ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
9. Do you notice price talkers near merchandise and mannequin displayed at the entrance window while
entering the store ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

10. Do you feel price talkers promote impulse buying ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
11. Do you think in store communication elements like tent cards, banners, floor vinyl, graphics
enhance merchandise display and affect customer purchase decision ? *
Mark only one oval.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
12. Which 3 out of below according to you is the most effective silent selling tool and has strongest
impact on customer purchase decision ? *
Tick all that apply.
Store Exterior Graphics and Signage
Window Display
Kind of Merchandise on display
Brand Name and logo
Promotional offering
Point of Sale Display
Ceiling suspended props and talkers
Display table
Floor Vinyl and in store wall graphics
lighting , Music and Store Space
13. Age *
14.Profession *

Impact of Visual Merchandising

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