Influence of Visual Merchandising on Unplanned Shopping

The initial step to getting customers to purchase is getting them in the door. Visual merchandising is the tool which is used by the companies or shopkeepers to attract the customers or shoppers into the store. The purpose of my paper is basically to explore the huge influence of visual merchandising aspects on unplanned shopping and how retailers strategically use this phenomenon to improve the overall shopping experience. The areas of concern in my paper will be Consumer buying behavior, cultural values or environmental variables. The key areas of my paper for study in examining the influence of Visual Merchandising on unplanned shopping will be: need recognition, information search, alternative evaluation, purchase decision ,post-purchase evaluation. The purpose of this paper is to study the significant influence of window display, in-store form, floor merchandising and Promotional signage. Therefore, understanding the key factors of impulse buying behavior in retail stores is crucial. The study may help retailers to plan their stores accordingly to increase their customer footfall in the store and increase their unplanned /impulse buying behavior. How influential is signage that promotes the purchase of products from special offers communicated by in-store advertising and promotion signage. This may in turn lead retail stores to incorporate offer Price reductions, discounts, and special offers in order to attract shoppers and influence them to buy the displayed products. Taken together, these findings suggest an important role for visual merchandising in promoting customer impulse buying behavior in retail stores. These findings contribute in several ways to our understanding of Visual merchandising and unplanned shopping and provide a basis for further research.