Main Article Content
Abstract
Visual merchandising is one of the promotional tools which are used to display the newly arrived products and to draw the attention of the consumers and even those who have no intention or plan to buy such products. Consumer buying behaviour may be categorized as voluntary buying behaviour, induced buying behaviour and forced buying behaviour. Voluntary buyers need no motivation as they have an intention to buy certain products while induced buyers have intention to buy the products which can be created by promotional measures. Visual merchandising is such a measure which induces the buyers to buy the products even if they have no desire to buy such products. The retail stores engaged in marketing of electronic goods attract the consumers by displaying the new arrivals in window displays. The present study has been conducted among the consumers of electronic goods in Salem district. 200 respondents have been selected using convenience sampling method. The data collected from the sample respondents have been analyzed using percentage analysis, t test and analysis of variance. The results indicated that the selected visual merchandising tools have been effective except shelf display, signage and counter top display. Frequency of visit has significant relationship with the impact of visual merchandising on the consumer behaviour.