Effectiveness of Visual Merchandising on Consumer Buying Behaviour: A Study of Reliance Digital, Puttur, DK

Abstract

Purpose: In this networked world, the buyer's purchase decisions are influenced by the arrangement and presentation of items in the store. Nowadays, the furniture and furnishing types have become more viable in the retail industry. Many new businesses are entering into the organized format of retail in this category. Hence the retailers need to differentiate themselves from each other. As the products are similar, it is necessary to differentiate themselves by presenting them with visual merchandising. Objective: The core objective of this work is to study the influence of visual merchandising on consumer purchase patterns based on store attributes. Another objective of this study is to know the dimensions which influence the purchase behavior or decision of the consumers, Design/Methodology/Approach: For this analysis, we have considered many online sources, namely websites and blogs, which guide and review display merchandising. Percentages, charts, diagrams are being used to present the tabular data. Findings/Result: It is found that variables like store appearance, lighting, music, window display, mannequins, and price tags have an impact on the purchase choice of consumers, as per the changing need of consumer the retailer should always try to maximize the quantity of new merchandising relating to the trend. The store must adopt a congenial store atmosphere to attract a maximum number of customers and retain them in their business for long. Originality/Value: Through the help of primary and secondary data, the study revealed that male youngster customers are more frequently visiting the store. The study reveals that the seating arrangement inside the store is not sufficient. The majority of the customer is visiting Reliance Digital to buy some specific product. Spot purchase activities are happening very rarely. Paper Type: Visual Merchandising on Consumer buying behaviour at Reliance Digital is a case study analysis work.