1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item Impact of Visual Merchandising on Consumer Impulse Buying Behavior: With Special Reference to Modern Trade Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Wijegunarathne, K.V.D.J.K.B.; Perera, G.N.R.Modern trade has become a popular channel in Sri Lanka and it continuously calls for a growing market share in each year. Due to the fact that modern trade’s expanding dominance, marketers focus on improving sales in modern trade outlets. This situation has created modern trade channel a highly competitive one. Visual merchandising has become very popular in current modern trade marketing communication mix. Marketing text books refers impulse buying and visual merchandising has a strong relationship. According to previous research findings, it is identified that Visual Merchandising as one of the important factors which influence consumers impulse buying behavior. Therefore it is important to identify the relationship between visual merchandising factors and impulse buying behavior. The purpose of this study is to examine the impact of different selected visual merchandising techniques on consumer impulse buying behavior in modern trade. In order to enhance store atmosphere and attract customers in modern trade, they plan and execute different techniques and among them a key technique is visual merchandising. These techniques allow super markets to differentiate their offerings from competitors. Sample of this study were 200 modern trade customers in Sri Lanka. The research instrument was a set of questionnaires. The data were analyzed using descriptive statistics to find frequency and percentage of personal profile. Then the data were tested using regression analysis and correlation analysis to find the impact of visual merchandising on consumer impulse buying in modern trade. The result of the study shows that there is an impact of visual merchandising on impulse buying behavior and two visual merchandising techniques are imperative: in-store product display and floor merchandising. This study gives insights to super markets as to which visual merchandising techniques can significantly influence on consumer impulse buying behavior.Item The Impact of Visual Merchandising on Customer Buying Decision with Special Reference to Fashion Retailing Stores in Colombo and Suburbs in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Pathmila, P.A.M.; Weerasiri, R.A.S.Shopping is an activity that brings customers directly contact with retailer and retail institutions. And it is a series of behaviors of acquiring product or the value of shopping process. The motivation to shop can simply come from finding the products that the shopper needs or attracting other’s attention or killing time. Even though visual merchandising became an important marketing tool to induce customer patronizing behavior towards modern retail outlets there is no sufficient attention made by academics on this area. The key objective of the research is to examine the impact of visual merchandising on customers buying decisions in fashion retailing stores through various visual merchandising tools namely, window display, mannequins/dummy display, design layout, lighting, background music and graphics & signage. Data relevant to the research is gathered through both secondary and primary data sources. To support the research, secondary data is obtained from the sources like; Text books, lecture notes, Websites, press releases. And quantitative research method is used to collect the primary data. The sample consisted of 150 respondents who are interested in fashion and who go shopping frequently Visual merchandising forms a critical element of retailing. Besides the façade, mannequins/dummy and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall, offer a superior shopping experience.