...COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN RELATION TO VISUAL MERCHANDISING by JIYEON KIM (Under the Direction of Dr. Brigitte Burgess) ABSTRACT Due to increasing competition and the similarity of merchandise, retailers utilize visual merchandising to differentiate their offerings from others’ as well as to improve the desirability of products. The purpose of this research is to examine the relationship between college students’ apparel impulse buying behaviors and visual merchandising. The result of the present study proves that there is a pivotal relationship between college students’ impulse buying behaviors and two type of visual merchandising practices: instore form/mannequin display and promotional signage. This study provides information as to why visual merchandising should be considered an important component of a strategic marketing plan in support of sales increase and positive store/company image. This study also provides insights to retailers about types of visual merchandising that can influence consumers’ impulse buying behaviors. INDEX WORDS: Impulse buying behavior, Visual merchandising COLLEGE STUDENTS’ APPAREL IMPULSE BUYING BEHAVIORS IN RELATION TO VISUAL MERCHANDISING by JIYEON KIM BS, The Catholic University of Korea, Republic of Korea, 1991 BFA, American Intercontinental University, 2000 A Thesis Submitted to the Graduate Faculty of The University of Georgia in Partial Fulfillment of the Requirements...
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...Chapter 2: Fashion Merchandising Organizations Chapter contents: 2.1 Introduction 2.2 Types of fashion merchandising organization 2.2.1(a) The buying agents 2.2.1(b) Store-owned buying offices 2.2.1(c) Cooperative buying offices 2.2.2 Independent trading companies 2.2.3 Offices of manufacturer-importer 2.3 The major service offered by a fashion merchandising organization 2.3.1 Private label programme 2.3.2 Group purchasing 2.3.3 Centralized buying 2.3.4 Other merchandising services 2.4 The major organizational structures for fashion merchandising activities 2.4.1 Functional division type 2.4.2 Product/market division type 2.4.3 Matrix organization type 1 Objectives After studying this chapter, you should understand the following: the various types of fashion merchandising organizations major merchandising services offered by these organizations the major ways to establish merchandising organizational structure Case Study The merchandising agent, Fashiontex, received a set of lab-dip (colour dyeing samples) from the supplier, for final confirmation as the pre-production standard in dyeing process. The team checked the samples with the original standard provided from its European buyer and found the sample very satisfactory. The colour shades submitted from the supplier were nearly 100 percent the same as the original ones. The team was very confident that the buyer would accept it and grant approval for bulk production. In normal procedure, the team would...
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...Visual Merchandising The Last Weapon of the Brick and Mortal Fast Fashion Retail Visual Merchandising The Last Weapon of the Brick and Mortal Fast Fashion Retail David Game College HND Business Management Simeon Alvas D0913058 David Game College HND Business Management Simeon Alvas D0913058 Abstract Consumer behaviour models are designed to explain how individuals make decisions to spend their available resources. It includes what they buy, how they buy it, why and when they buy it and how often they used it. One of the ways to influence this behaviour in a fast fashion retail setting is to use visual merchandising strategies which trigger a number of stimuli influencing the consumers’ perception. The purpose of this research is to establish to what extent this visual merchandising strategies influencing consumers with a different cultural background in a highly competitive multicultural retail environment with an emphasis on the flagship store of Armani Exchange Regent Street, London. The author argues that the available models of consumer behaviour does not provide sufficient flexibility due to their linear nature. Therefore, they are unsuitable to address the needs of a contemporary retailer operating in a multicultural environment. The researcher build his hypothesis by examining the available literature in the area of retail marketing. Consequently, the hypothesis is tested by analysing a mixed sources of primary and secondary data. The conclusion of the author...
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...Master Thesis On Visual Merchandising in an Online Store By Aryamparambil Pooja Kishor Babu Roll No: 005 PGDM - Marketing Under the guidance of Prof. Vilasini Jadhav K J SIMSR K J Somaiya Institute of Management Studies & Research January, 2016 DECLARATION I, Ms. Aryamparambil Pooja Kishor Babu hereby declare that this thesis is the record of authentic work carried out by me during tri semester IV and has not been submitted to any other University or Institute for the award of any degree / diploma etc. Signature Name of the student: Aryamparambil Pooja Kishor Babu Roll No: 005 Date ACKNOWLEDGEMENT I take this opportunity to express my deep gratitude to my instructor and faculty guide Ms. Vilasini Jadhav, whose expertise and able guidance helped me immensely in the successful partial completion of this Master Thesis. I express my sincere thanks to K.J.SIMSR for providing me the opportunity to work on this thesis. Lastly, I thank God, my parents and family for their constant encouragement and support in my endeavor. Table of Contents | |Topic |Page No. | | |Cover Page ...
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...Rasheena Rattu P11270471 The aim of this project is to understand how visual merchandising can impact young adults impulse buying patterns. During the project I will create surveys for face to face interaction, experimental studies in controlled and structured environments such as toy stores which then would develop into case study on particular families which were interesting during the experiment. Identify-I would like to identify the key factors of visual merchandising for young adults – what works best, what persuades a young adult to buy? Compare- the different technique that works with different ages for example, a particular technique would work better with a 7 year old rather than as 15 year old. Look at different stores such as grocery store, toy store and clothing store. Establish the key factors of impulse buying for young adults in a retail environment Establish needs and wants for young adults and how impulse buying can play a big part Establish the most used visual merchandising techniques in retail “Successful retailers are aware of and satisfy shoppers’ expectations in decor and presentation. All VMs must know their products well and know their target customers’ wants and needs. Disappointing a customer is negative retailing.” , ‘Visual Merchandising: The Business of Merchandise Presentation’. Robert Colborne Initially I need to research children’s characteristics, what they enjoy looking at, when they begin to recognize brands, behaviours when wanting...
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...B2B Marketing Verses B2C Marketing Opportunities Business-to-business (B2B) and business-to-consumer (B2C) marketing is different. Some people think marketing is marketing and whether it is marketing to consumers or marketing to businesses, it is still just marketing to people. E-commerce is rapidly becoming the new frontier of the 21st century. As a business strategy with tremendous potential, is worth taking a close look at what works and why and why it can work. In the today business environment, there is a clear advantage to being on the Web ahead of the competitors and in presenting a high quality image and positive, productive communications through Internet contacts. Advertising by promotional pages is an extremely effective way to highlight a single product and is rapidly becoming the product presentation form preferred. Especially when combined with e-mail or newsletter programs, it offers terrific versatility in adapting your advertising to specific interest groups and retail customers. Promotional pages have been regularly used in print media to introduce a product, but the electronic version can be used and reused for as long as needed without additional printing expense. It is clean, focused, concise, and detailed, is the next best thing to putting a product sample in the consumers hands. Marketing by means of the Internet offers both opportunity and hazards for businesses that choose to operate online. On the opportunity side, the B2B electronic market is an remarkably...
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...|MDSE 4510 - ADVANCED BUYING, PLANNING, & ALLOCATION | |Spring 2014 | Lecture: Wed 6:00 – 8:50pm / Chilton Hall Rm Instructor: Mrs. Tatyana Grant Course Description: This course is an in-depth study into the areas of buying, assortment planning, and allocation. Course Objectives: 1. Become familiar with the overall planning process, i.e. pre-planning, in-season, and post-planning activities. 2. Be able to create a “Bottom-Up” assortment plan to meet the financial plans provided from a “Top-Down” approach. 3. Learn how to work through complicated buying and planning issues by completing both quantitative and qualitative case studies. 4. Understand the steps involved in planning the sales, stocks, reductions, and purchases in a merchandise plan / OTB. 5. Become familiar with various allocation strategies employed by the retail industry. PREREQUISITE: MDSE 3510 with a grade of C or better. Textbook: (required) Clodfelter, Richard. Retail Buying: From Basics to Fashion (4th edition). New York, NY: Fairchild Books, Inc. ISBN: 9781609012779 ATTENDANCE: Regular attendance is essential to developing and maintaining satisfactory academic progress in the class. Attendance will be taken every...
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...new jobs within the next 6 years. About 60% of these are expected to be in the area of fashion and lifestyle, and visual merchandising is one key area for the same. Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly. According to Apurv Satdeve, "Visual Merchandising is a perfect understanding of one's business strategy filtered into highly creative solutions" The store derives as much of its identity, character and gravity from its physical contours, as from the products it houses and the individuals who manage the transactions there in. In tangible terms, it includes not only the products on sale but also the decor, the shop floor and ceiling, restrooms and trial rooms, staff uniforms. Hence everything that makes an impact on the perspective customer is part of visual merchandising Visual Merchandising is a technique commonly and rightly called “Silent Salesman” and is widely used in market to increase...
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...establishing your product attribute dominance relative to a specific competitor, or how to creating a lifestyle image better than competitors’ related to heavy user consumer images in your category. Competitive strategies also include advertising comparison by using advertising media tactic as your competition, the development of new product, packaging, merchandising techniques, or selling techniques to counter competitive strengths. Target Market Strategies Target market strategies are referring to how you market your products or services to specific target market based on your marketing objectives that defined the customers purchase behavior you want to target. For example, you may...
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...How can retailer to trigger customers buying decisions through visual merchandising? Visual merchandising is playing an important part due to the increasing sameness of merchandise and services among competitors. In shopping malls, you find many competitors clustered together and it has become very difficult for the stores to create a competitive advantage. Thus, visual merchandising can offer for a store to create a distinctive image and attract customers to buy the merchandise. The main objective of visual merchandising is to stimulate potential customers through five mental stages called attention, interest, desire, conviction, and action (AIDCA). Two kinds of attention are voluntary and involuntary. Voluntary attention happens when window shoppers purposely view various displays, typically to learn about the merchandise that they have the intention to buy. In contrast, involuntary attention is unintentional observation. It is more difficult to achieve because the display must get the attention of the potential customers away from its previous focus to trigger the buying decisions. The potential customers will stop or move to view the display of the merchandise if a display is sufficiently unusual and...
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...revolution’, company’s culture values : constant growth, improvement and development; strong collaboration between team, makes Asos the perfect employer for me as I have strong professional interest in Fashion, which keeps me constantly motivated and eager to learn. Asos contributes greatly to investing in employee’s development, persistently pushing personal limits, giving access to training courses and development days. ASOS has websites targeting the UK, USA, France, Germany, Spain, Italy and Australia and also ships to over 190 other countries from its central distribution centre in the UK. After getting experience in Buying department, I would like to work within Marketing as there is a huge potential of expansion in Russian clothing Market. Cultural knowledge, commercial awareness in addition to skills developed throught working in buying department will make me a perfect candidate for the job. 2.1 Strengths in relation to future responsibilities in desired job role • Excellent communication and...
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...could translate its merchandising strategy wholesale to another country and succeed? If not, why not? I don’t think Wal-Mart could translate its merchandising strategy wholesale directly to another country and succeed. Because different countries have different cultures and backgrounds, in order to succeed in another country, it needs to adapt to these differences and find a way that best fits in the local market. Apparently, the “U.S. style” does not work for all the countries. For example, Wal-Mart is famous for its low price strategy in the U.S. However, when it shifted its store with the same strategy to Germany and South Korea, it soon failed. People in the countries like Germany or South Korea do not care about the low prices as much as its target consumers in the U.S. do. What they care the most is if the store has higher quality products. So whether succeed in another country or not really depends on how well Wal-Mart understands the local consumer buying behaviors and how much they could change its merchandising strategy to fit in. As mentioned in the case, Wal-Mart hired local managers who knows well about Mexican culture to run the store, while built smaller stores with fresh food products for Mexican consumers so that they could simply walk in and get 1. Do you think Wal-Mart could translate its merchandising strategy wholesale to another country and succeed? If not, why not? No, I don’t think Wal-Mart could translate its merchandising strategy wholesale to...
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...powerful image provides the opportunity to embody a single message, stand out from the competition and be remembered. Image is the foundation of all retailing efforts. While store layout, presentation, signage, displays and events can all change to reflect newness and excitement from one season to the next, they must always remain true to the underlying store image. Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing customer. The following elements combine to form a distinctive image that not only reaches out and grabs the customer's attention, but also makes a positive impression in those precious few seconds. MERCHANDISING Merchandising, also known as the 'silent salesman', is the science and art of suggestive selling by display and presentation. Visual merchandising focal points are located strategically to circulate the customer in the store, and communicate the features and benefits of the merchandise besides the in-store promotion in vogue. This is done by converting a passerby to a browser with an effective window display, a browser to a spender through the process of 'conversion', a spender to a big spender by increasing the 'ticket size'...
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...Visual Merchandising: P.O.P. Displays Visual Merchandising is the method of displaying products in a store that will entice a consumer to buy. “POP display” is short for point of purchase display. A point of purchase display can catch the attention of prospective consumers. For as long as humans have been selling things to each other, there has been a need for point of purchase displays. Over the centuries, the vendor, the peddler, the hawker, all have needed to display their products to consumers. POP displays are all about point of purchase displays that are types of marketing and advertising techniques or ad campaigns that boost the marketability of the goods close to which they are placed. The reputation of an item is dependent upon its advertising and marketing strategies. The benefit that promotion provides to any product is its brand name value that becomes the identity of the product or service. By the twelfth century, shops in major European cities were well established. Traffic in bazaars and shops was important and early retailers just like today's retailers, needed to display the goods offered. Logically in an age before mass production, there were few consumer goods to promote. Nevertheless, food, clothing, footwear, furniture and cooking utensils were the essentials of life and for those who could afford them bought in shops. During the nineteenth century's industrial revolution, a wider variety of goods became readily available. Signs, posters and means of displaying...
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...CHAPTER - 1 INTRODUCTION Shopping malls are the places where consumer can purchase products even it is planned or unplanned purchase. These stores trade thousands of commodities daily and customers are consuming these commodities at the cost of their revenue. It only dependents on the profits or income of the person, that to what extant and how many times he or she stopover for shopping with stores to purchase products. It is generally seen that punchers buy products which they have not planned and this phenomena of unplanned purchasing is known as impulse buying. Impulsive purchasing, usually explained as a consumer unplanned purchase which is an significant element of buyer behavior. It accounts for as much as sixty two percent of supermarket sales and eighty percent of all sales in definite product categories. Although impulsive purchasing has fascinated attention in consumer research. Unfortunately, there is a lack of research on group-level determinants. 1.1 RATIONALE OF THE STUDY In-store marketing is increasingly becoming an important part of promotion. Advertising is becoming highly diversified. Increased number of media channels has created a clutter for the consumer. Due to the increased demand, the media channels rates have gone up, as they enjoy higher viewership than before. Middle scale businesses can’t afford such higher rates, so they find out newer channels for their product advertisement. This situation has compelled the middle...
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