The competitive environment of today enables the retailers to implement innovative marketing strategy and policy for becoming a major threat to its competitors. In order to create an attractive sales environment the marketing managers especially from retail industry tends to focus on visual merchandising display. The primary purpose of this specific marketing strategy is to create an excellent purchasing environment with the help of which customers in general can be influenced towards the brands and services. The primary purpose of marketing manager is to place the brand in the market and to gain brand identity. This particular study has focused to highlight on how visual merchandising display can influence consumers’ behavior. At the same time, in order to enhance the sales volume of a particular retail organization visual merchandising display plays an importance role.
In the Project context I wrote this and the remark I got was this so could you please fix this part aswell if possible. I would like to pursue my career in marketing management. In this competitive world of thousands of products being produced every single second how can a producer make his product stand out? Just by keeping it on a shelf of a department store the product will not attract customers. It also very important to choose an effective yet budget proof marketing strategy (Akers, 2017). This profession has a wide scope with a promising future for creative minds and I wish to enhance my knowledge through the master’s degree in marketing which I am currently undertaking.
Marketing would be to know how to associate our products with the people. Being able to judge if the message we are trying send across to our customers through our products, advertisements and services have been well received (Dillard, 2017). It’s how we engage with our consumers and convince them that our product and service is the best. This includes the whole process of their perception before buying, during purchase and after consumption of our product. The marketing has to be thorough. In any business customer is the main centre the focal point and being a professional we must realize that customers come first always in any situation (Edgeman, 2017). The age old marketing strategy of word of mouth is still the strongest and we should know how to play on customer relationship marketing. A marketing manager is a diligent worker and a good leader who motivates his employees knows how to manage different tasks (Moghees, 2017). He should be focused and have good employee relation skill and should associate products with service to give an exceptional experience to the customer. I believe the course I have been studying is helping me understand the Australian consumption pattern. It also helps in understanding the presence of international market here. And also develop my skill to be a future manager. Further discussing marketing management is the key part of any organization as it effects the financials and profit of the business (mumbrella.com.au, 2017). I would also like to evaluate how different my approach would be towards marketing while working in the real world after taking this course.
Research issue is the identified problem based on which the entire research work is conducted by applying various methodological tools. It has been observed that retail business organizations are gradually spreading their business wings widely. As a result, the level of market competition is becoming high day by day. Marketing managers of retail business organizations tend to focus on implementing innovative business strategies and policies for drawing the attention of customers (Akers, 2017). In this kind of situation, the concept of visual merchandising display has been emerged that creates a special visual effect on the mind of customers. The primary purpose of visual merchandising display is to grab customers’ attention by presenting the brands and products in an innovative way. After applying an effective survey method it has been observed that 27 to 62 percent of the customers have become influenced from visual merchandising display either by going at the shopping center or by sitting at their own place as well.
The primary aim of this specific research is to highlight the effect of visual merchandising display in customers’ behavior. The objectives of the specific research are as follows:
Visual merchandising display is the practice or business strategy especially used by the business experts of retail industry that enables the customers to get a visual pleasure after observing the products. Dillard (2017) stated that visual merchandising display primarily effective for influencing the impulsive buying behavior of the customers. Impulsive buying behavior indicates the unplanned purchasing habit that a large number of customers intend to show while visiting to a specific shopping center. Most of the business organizations intend to appoint an individual expert who has enough skill and competency in creative design of the products and services. On the other hand, Moghees (2017) commented that people from different geographical boundaries would show their interest in purchasing a specific product only when the sales executives would be able to gain the trust on people. However, in order to make an effective visual merchandising display the market executives have to focus on some of the major factors. While presenting the visual merchandising display selection of an appropriate color is highly important. For an example, in order to signify the a special day the merchandise experts tend to select specific color such as red, deep green, blue and so on. As a result, this kind of colorful presentation automatically draws the attention of customers for purchasing the particular brand or the services (Stone, boulton and Stone, 2017).
While presenting visual merchandising display organizational experts tend to focus on several types. Some of the business experts like to decorate their internal business floor with the help of mannequins. Sadaqat (2017) emphasized that mannequins provide a visual and colorful look. Consumers can get an in-depth overview about the design, color and reliability of the brand (gainesvilletimes.com, 2017). On the other hand, some of the business organization likes to put an atmospheric light and music in the background of the products as well as services. In this kind of situation, ordinary pedestrians sometimes show their interest to visit the shopping center by getting attracted towards the overall atmospheric background (vmsd.com, 2017).
Yangchen (2017) stated that economic strength is one of the most effective factors that highly affects in implementing visual merchandising display for drawing the attention of impulsive consumer behavior (visualmerchandising.co, 2017). In order to decorate the products creatively the business experts have to invest large amount of money. In this kind of situation, the revenue growth of the organization has to be strong. Therefore, implementation of visual merchandising display is not possible for small and medium enterprises. Those specific organizations may not afford sufficient amount for their promotional purposes. As a result, the strategy of visual merchandising display is only possible for those brands who can invest large amount of money for the promotional purposes.
On the other hand, it has been observed that marketing managers in order to attract the attention of customers tends to use misleading concepts in visual merchandising display. In order to hide the product quality the marketing managers tend to focus on brand decoration. As a result, customers being attracted by the innovative product presentation tend to purchase the product. Williams (2017) commented that after using the product, the customers’ behavior changes automatically. The entire impression towards the business organization becomes just the opposite. Business experts have to struggle immensely in order to regain the trust from the target customers and to maintain business goodwill (training.gov.au, 2017).
Therefore, visual merchandising display is a short term business practice with the help of which impulsive customers can be attracted for a while (nationalcareersservice.direct.gov, 2017). Yangchen (2017) stated that if the organizations fail to maintain the quality of products as well as services the implementation of visual merchandising display can never be effective to enhance the attention of customers from different geographical corners. In order to overcome this kind of situation retail business sectors should use maintaining the product quality first in order to maintain customer reliability. Providing superior quality of products along with maintaining visual merchandising display enhances the range of target customers (about.com, 2017).
The impact of visual advertising display on consumer’s behavior:
With the current business environment the psychology of the customers are changing gradually. Williams (2017) commented that the customers of now a day before purchasing a particular product or service tend to get detailed overview about the product. Visual merchandising display is the most effective way with the help of which customers at a glance can gather necessary idea about the brand (fibre2fashion.com, 2017). Apart from regular customers a particular retail organization is possessed with some other customers as well who have been considered unplanned buyer. Automatically the organizations sale volume increases due to the implementation visual merchandising display.
On the other hand, this particular promotional strategy is possessed with some of the negative impacts as well. Sadaqat (2017) opined that customers being attracted in visual merchandising display tend to take impulsive decision in purchasing particular product or services. As a result, the customers may have to suffer after using the brand. This kind of experience leaves a negative impact in consumers’ psychology. People belonging to different geographical markets should be impressed by providing quality products first. Only brand promotion with the help of visual merchandising display is not sufficient for maintaining organizational sustainability in the competitive market (business.qld.gov.au, 2017).
The entire literature review has focused to make an effective discussion on the various impact of visual merchandising display for influencing the customers’ buying behavior. The entire literature review has primarily focused on discussing the impact of visual merchandising display in consumers’’ behavior. While discussing this specific topic the study could have focused in highlighting the importance of maintaining ethical values in business promotional. In many cases, it has been noticed that business organizations fail to provide quality product to the customers. In addition, they tend to hide the product quality by decorating the brand to provide an attractive look. This particular strategy ultimately hampers the attention of customers ultimately.
In order to accomplish an entire research work effectively research methodology is the inevitable procedure with the help of those tools the research issue is finally evaluated. Post positivism research philosophy is the major concern for this specific research work. The primary purpose of positivism philosophy is to conduct the entire project by keeping an acute observation (satprnews.com, 2017). Observation is repeated with the help of which the entire research information can be explored from different point of view. In addition, this specific form of research philosophy is not very much cost effectively.
Deductive approach is appropriate to conduct the entire research in this specific topic. Deductive approach is very much based on case study. In order to implement visual merchandising display within the business organization this particular approach is very much appropriate in order to maintain an effective case study for evaluating consumers’ psychological effect (sgbonline.com, 2017).
Descriptive research design has been used in this specific study. With the help of positivism philosophy along with deductive approach the descriptive research design helps to evaluate the entire research work in detail (Edgeman, 2017). People from different geographical boundaries show different attitudes in showing their interest towards visual merchandising display. The primary role of descriptive research design is helpful to segregate the target customers who have been influenced in visual merchandising display.
Data collection procedure is the systematic method of collecting necessary data by using various resources. This particular study has focused to deal with secondary data analysis method. Secondary data analysis enables to analyze and evaluate data that already exists in somewhere. This particular study has focused to collect necessary data and information from various books, journals, magazines and online websites (prweb.com, 2017). Secondary data collection procedure is constituted with several types including thematic analysis, observational analysis and case study analysis.
Sampling procedure enables the research work to collect data and information from the specific respondents amidst large number of population. Sampling procedure is constituted with two primary types that include probability sampling technique and non-probability sampling technique. In this specific study non-probability sampling technique has been used. By using 60 sample size, the data analyst has involved specific number of participants for gathering data and information (econotimes.com, 2017). The employees belonging to customer service departments have primarily been focused to collecting information. Those specific customers have provided their own opinion on how the visual merchandising display is able to draw the attention of irregular customers as well.
While accomplishing the entire project the entire research has to follow ethics, values and beliefs. In order to collect data and information, not a single respondents should be forced to provide response. At the same time in order to collect necessary data from secondary resources the data analysts have focused to provide authentic sources (host.madison.com, 2017). In addition, while accomplishing the entire data analysis procedure the implementation of data protection act is highly important. Data should not be revealed in front of third party without the permission of that concerned person.
The concept of visual merchandising display is constituted with two major concerns that include on how the product is communicated towards the mind of customers and how the brand promotional messages are transmitted to the decoder appropriately. People from different geographical corners are possessed with various psychological backgrounds (visualretailing.com., 2017). Therefore, visual merchandising display is the most effective way with the help of which customers can be attracted towards the business process. It has been analyzed that most of the recognizable retail business organizations such as Woolworths, ASDA has decorated their entire interior of business floor in colorful lights and soft music. As a result, the customers who are passing through the mall for different purpose are attracted towards the products. Visual merchandising display as stated by Iarocci (2013) is highly effective for the impulsive customers as well. As a result, the entire sales volume of the organization is increased consequently. Multinational corporations such as Woolworths like to invest large amount of money for the purpose of product promotion in order to place their brands and products in different geographical markets. Visual merchandising display is the only way to grab the attention of irregular customers as well (vmanddisplayshow.com., 2017). It has been evaluated that companies while providing the seasonal offers tend to decorate the entire shopping center to drag the customers’ attention from different geographical corners. Therefore, the concept of Visual merchandising display is highly beneficial for the service providers and service users. The service users do not have to provide detailed brief about the product ingredient and product reliability as the customers are visual efficient to justify the quality of brand.
After conducting an effective thematic analysis it can be concluded that Visual merchandising display is having both the positive and negative impact on the customers. Around 30 percent of the customers tend to show their interest in purchasing the product from a specific retailed brand being influenced by Visual merchandising display. Moghees (2017) stated that only interior design is not the satisfactory enough to maintain this promotional strategy. In order to draw the attention of customers from various geographical markets the business experts focus on make campaign by car for reaching their business process in different geographical boundaries.
In this kind of situation, people belonging to other market get highly influenced towards the brand or the product. Dillard (2017) opined that The Iconic has enhanced their sales volume more than 30% due to the use of this particular business strategy. On the other hand, the consumers have faced some of the negative effects after being influenced on Visual merchandising display. The high decoration and extravagant product promotion has misguided the customers to purchase the brand. Woolworths have faced such kind of issue few years back. At the time of seasonal offer and Visual merchandising display, the customers had been highly influenced. After using the product the customers of Woolworth accused that the vegetable were premature. This particular incident had major negative impact on the mind of customers. The business experts of Woolworths had to face innumerable difficulties in regaining the organizational image and recognition (Stone, boulton & Stone, 2017)
It has been analyzed after making the in-depth thematic analysis that small and medium enterprises have to face innumerable difficulties in maintaining visual merchandising display due to budget constraint in promotional activities. The organization such as Temple and Webster, Kogan, Catch of the Day had to face barriers in order to implement visual merchandising display at their workplace. The business experts are flexible enough to promote the brand by using this particular strategy only when the revenue growth of this specific organization is high. In order to decorate the brand and make it creative for communicating with the customers the business experts have to invest sufficient amount (about.com, 2017). Therefore, it can be analyzed that due to economic barrier the implementation of visual merchandising display may not be successful for many business organizations.
The previous literature review is endowed with the opinion of various eminent scholars who have expressed their point of views about visual merchandising display from various perspectives. The previous literature review has primarily focused on evaluating the impact of visual merchandising display in influencing buying behavior of customers. While discussing the entire paper it has been highlighted that visual merchandising display primarily influence the customers positively. Providing quality product or services is not the only goal of a specific business organization. In order to render brand identity and brand image the business organizations have to focus on promotional activities as well. Visual merchandising display is one of the most effective promotional tools with the help of which customers from different boundaries can get attracted towards the product decorations.
In the previous literature review, it has been analyzed that large numbers of retailers in order to draw the attention of customers from different geographical markets have decided to use unethical concepts while decorating the brand instead of focusing on brand value. Apart from maintaining the quality of products as well as services the business organizations tend to focus on maintaining promotional activities as well. Visual merchandising display is the most significant means with the help of which customers from different geographical markets can be attracted towards the shopping centers. As per the opinion of various scholars in the previous literature review some of the most effective factors are there that can highly affect consumer behavior. Economic strength of retailers as well as the deceptive promotional concept are the most significant factors that highly affect the business organizations for maintaining visual merchandising display.
Conclusion and recommendation:
The entire study has provided detailed overview about the impact of visual merchandising display on consumer behavior. While conducting the entire research the study has focused to highlight the significance of visual merchandising display in influencing the buying behavior of customers. However, after evaluating the opinion of different eminent scholars some of the recommendations can be provided:
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